Reliance Retail starts test launch of Shein labels on Ajio platform
Reliance Retail has started a backend test launch of Chinese fast fashion label Shein, starting with its fashion and lifestyle platform Ajio, four-and-a-half years after the Indian government banned the label.
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«Shein has begun testing and cataloguing its casual women's westernwear on Ajio, which it may gradually roll out to other platforms,» said an executive directly aware of the plans. «But right now there are no defined timelines for the launch.»
Shein, a global fashion major, which is now based in Singapore, will compete directly with Tata Group's value fashion chain Zudio and Flipkart-owned Myntra in India in the fast fashion, affordable space.
Reliance Retail Ventures Ltd had signed a partnership with Shein last year to sell its fast fashion range in India on its platforms.
The Indian government had banned the Shein app in June 2020 following escalation of India-China border conflict. Shein was among the over 50 Chinese apps banned then by the ministry of electronics and information technology (MeitY).
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