Chinese online fashion brand Shein has returned in India, which has now been possible after being banned in 2020. This time Shein has partnered with Mukesh Ambani’s Reliance Retail to step into the Indian market. This step will not only bring new fashion options for Indian customers, but it will also prove to be a strategic benefit for Reliance.
History of ban
In June 2020, due to the Indo-China border dispute, the Indian government banned 59 Chinese apps, including Shein. This ban was imposed due to concerns related to national security and data privacy. The government was worried that these apps could collect the data of Indian users and share it with the Chinese government. Apart from this, many foreign companies were also banned to promote local businesses under the “Self -reliant India” campaign.
Partnership with Reliance Retail
The main reason for Shein’s return is his new partnership with Reliance Retail. Reliance has started the test of Shein’s products through its fashion and lifestyle platform AJIO. With this cooperation, Shein will get re -recognition in the Indian market, and this data will be able to manage the security and ban rules easily.
Shein’s strategy
Shein’s strategy is a new way to reach Indian customers. Reliance will help to make the strong appearance of retail and marketing capabilities popular among local customers. Actually, Shein’s main customer is young women and Jane-G consumers, who like to buy new fashion trends at affordable prices. The company sells its products at a lower price, making it an attractive option for college students and shopping in budget.
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