Chinese fast fashion brand Shein is in talks with Reliance Retail for a sourcing and retail partnership, which will mark its re-entry into India.
Sources say the brand is looking to work with Reliance Retail to strengthen its supply chain by sourcing raw materials from India for its global operations. At the same time, it is expected to leverage Reliance’s vast network to sell its products across platforms, the sources added.
The brand’s app was banned in 2020 as part of the Center’s crackdown on Chinese apps amid geopolitical tensions between the two countries. This brand has become extremely popular in India, especially among Gen Z and millennial consumers, due to its low prices and trendy products.
Reliance Retail has not responded business query. The online fashion major, headquartered in Singapore, sells fashion, beauty and lifestyle products in over 150 countries.
As reported by international media, Shein is looking to tap into India’s consumption story and diversify supply chains and sourcing. Over the past few years, the fast fashion segment has gained ground with players like H&M and Zara focusing on rapid expansion.
Reliance Retail, the leading retailer in the country, operates a network of more than 18,000 stores and digital commerce platforms including Ajio and Tira. It sells products in various categories including groceries, consumer electronics, fashion, cosmetics and lifestyle among others. Under the name Reliance Brands, a subsidiary of Reliance Retail Ventures, it sells a wide range of global brands in the luxury and high-end segments.