Mon Feb 03 21:58:21 UTC 2025: ## Reliance Retail Relaunches Shein in India After 2020 Ban

**Mumbai, India** – Reliance Retail, owned by Asia’s richest man Mukesh Ambani, has relaunched the Chinese fast-fashion brand Shein in India. The move comes after the app was banned in 2020 alongside over 50 other Chinese apps following heightened tensions between India and China. Despite the ban, Shein’s global popularity has prompted Ambani to bring it back to the Indian market.

Shein, which started in China in 2008, has rapidly grown into a global giant, boasting $2 billion in profit in 2023—surpassing even established brands like H&M and Primark. This resurgence in India taps into the booming Indian fast-fashion market, where brands like Zudio (Tata Group) and Myntra (Flipkart) have already established a strong presence. Ambani’s previous attempts to enter the market included exploring a partnership with Primark and launching a separate platform for Shein in 2020, separate from his Ajio brand. The Indian government has reportedly stated that Shein will manufacture garments within India.

Shein’s success story is attributed to several factors: a data-driven supply chain spanning China, Brazil, and Turkey; competitive pricing on trendy Western-style clothing; and a savvy marketing strategy leveraging TikTok influencers and targeted coupon codes. With over 260 million app downloads and 53 million active users in 2023, Shein’s global reach is undeniable. The #Shein hashtag on TikTok boasts over 84.4 billion views, showcasing the brand’s massive online presence. The company’s annual revenue now exceeds $22 billion. The relaunch signifies Reliance Retail’s strategic move to capitalize on the burgeoning Indian fast-fashion market and compete with existing players.

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