Once rebuffed, a Chinese company finds the Ambani route to India
Shein from selling products on its own app as part of a larger crackdown on Chinese apps following escalated border conflicts between the two countries.
Now, Shein has found a safe route to India: Mukesh Ambani's Reliance Retail Ventures, which will launch the Chinese fast-fashion label in the coming few weeks, ET has reported based on information from sources. Ambani's company will sell Shein's products on its app as well as offline stores owned and operated by Reliance Retail.
It seems a safe India entry for Shein because this time the ownership and control of the platform will remain with Reliance Retail's subsidiary; the platform will be hosted on infrastructure in India; and all platform data will remain in India, which Shein will not have access to, or rights over, ET has reported based on information from sources.
Since Shein might face curbs in the US and Europe, its India entry will support its global leadership in the fast fashion market. Shein has emerged as a major threat for Zara and H&M in the market for cheap clothing and accessories. Shein sits over nearly a fifth of the fast-fashion retail market, with a thin lead over Zara owner Inditex and a wide gap with H&M. In India, it will compete with the likes on Myntra.
The rise of Shein Founded by Chinese entrepreneur Chris Xu in 2012, Shein has since grown into a global fashion marketplace, serving customers in more than 150 countries and employing more than 11,000 people, according to its website. It has a global presence across over 150 countries
