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The Chinese Fast Fashion Platform Shein has relaunched in India through an association with the retail chain of the local conglomerate Reliance, almost five years after it was prohibited in the midst of diplomatic tensions between New Delhi and Beijing.
The new Indian Shein Fast Fashion application, developed and launched by the Reliance Reliance Trade of the multimillionaire Mikesh Ambani, marks the important return of the company to one of the largest retail markets in Asia before the long -awaited list of the Chinese firm At the end of this year.
The revival of the application is in strict conditions that give complete control to confidence on operations and data. According to the structure of the association, recently revealed by the Ministry of Commerce of India, Shein will operate exclusively as a technological partner, with Reliance maintaining the total property of the platform through its subsidiary. The agreement requires that all customer data storage in India, and Shein has no access rights.
For Reliance, the association marks a deviation from its traditional strategy to incorporate brands, such as the Muji of Japan, in its AJIO fashion application. The addition of Shein to the Reliance portfolio of India is to give the local conglomerate a stronger opportunity to make incursions with electronic commerce.
Although Reliance operates the largest retail chain in the country, and also the best telecommunications operator in the country, has had problems fighting Flipkart, Amazon, Meesho and a growing number of rapid trade firms in online sales. Flipkart, which leads the electronic commerce market in India, has a greater amount in fashion electronic commerce. Myntra, owned by Flipkart, recently began to deliver some orders below 30 minutes.
Initially, Shein offers delivery in selected cities such as New Delhi, Bengaluru and Mumbai and plans to expand it throughout India “very soon”, according to the description of the application. The company is not charging the delivery rate in any order. The products include dresses with a price of 199 rupees ($ 2.3), with all the items designed and manufactured in India by local manufacturers.
The agreement represents an exception to the prohibition of India in Chinese applications, which has affected more than 300 platforms since 2020. To ensure approval, Shein agreed unprecedented supervision measures, including regular security audits of the companies of the companies of Cybersecurity approved by the Government.
The Minister of Commerce, Piyush Goyal, recently said that the approval process implied an extensive investigation of multiple ministries, including IT and home affairs. The agreement aims to boost the Indian textile manufacturing sector while strict data sovereignty is maintained, he said.
