Shein makes a comeback to India after 4 years through Reliance Retail’s Ajio platform, offering trendy, affordable fashion with enhanced data compliance.
Global fast-fashion brand Shein is re-entering the Indian market after a four-year gap. This time, it is partnering with Reliance Retail to offer its affordable and trendy apparel through the Ajio platform. The move is expected to attract Indian shoppers with Shein’s popular designs and Reliance’s robust e-commerce infrastructure.
Why the Comeback?
Shein’s return is part of a strategic collaboration with Reliance Retail Ventures Limited (RRVL). This partnership ensures compliance with local data regulations, with all operations managed by Reliance in India. This approach allows Shein to overcome the gravity hurdles it faced earlier.
Tough Market Competition
The re-entry places Shein in direct competition with established players like Zudio and Myntra. By joining forces with Ajio, Shein aims to expand its reach and capture a significant share of the fast-fashion market.
Why was Shein Banned in 2020?
In June 2020, India banned Shein, along with the several other Chinese apps, citing concerns over data security and national sovereignty following heightened tensions between India and China. The government acted to safeguard use’s data and protect national interests.
This comeback marks a significant shift, offering Indian consumers access to Shein’s products while ensuring compliance with the country’s regulations. Stay tuned for exciting updates on Shein’s latest collections!
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