RRVL gears up to launch Shein in India

A year after forming a strategic partnership with the Chinese fast-fashion brand, Reliance Retail Ventures (RRVL) is gearing up to launch Shein in the Indian market in the coming weeks. The MukeshAmbani-owned retailer will sell Shein's products through its app and offline stores operated by Reliance Retail.

To lead Shein’s operations in India, RRVL will appoint Manish Chopra, Former Director, Meta (Facebook). Thee-commerce brand is being launched four years after India banned it from selling products on its app as part of a broader crackdown on Chinese apps in 2020, following heightened border tensions between the two countries.

A global leader in fast fashion, Shein will compete directly with Myntra and Tata Group-owned Zudio in the affordable fast-fashion sector. Brands in this space rely on scale and distribution to achieve higher margins by focusing on affordability, the executives noted.

In addition, Reliance Retail is setting up boutique studios in select European cities to track Western fast fashion trends and quickly bring them to India. These operations will be managed by a company wholly owned by Reliance Retail, with no equity investments from Shein.