China's SHEIN re-enters India after 4 years as labels appear on Mukesh Ambani, Isha Ambani's AJIO

Mukesh Ambani and his daughter, Isha Ambani, have introduced Shein’s casual women’s western wear on the Ajio platform through Reliance Retail. This marks Shein’s return to the Indian market after being banned for nearly four and a half years. The partnership helps Shein navigate India’s strict regulations and compete with local brands like Zudio and Myntra in the growing fast-fashion market, according to The Economic Times.

The report also mentions that Shein is currently testing and adding its collection to Ajio. Although the launch might later extend to other platforms, no specific timeline has been confirmed for a wider rollout.

Shein will face competition from Tata Group’s Zudio and Flipkart-owned Myntra in the budget-friendly fast-fashion market. The brand’s return to India comes after a partnership with Reliance Retail Ventures Ltd, announced last year, to bring its products back to Indian customers.

Shein halted its Indian operations in June 2020 when the government banned its app due to escalating tensions over the India-China border dispute. This ban was part of a broader crackdown on over 50 Chinese apps by the Ministry of Electronics and Information Technology (MeitY).

Commerce and Industry Minister Piyush Goyal recently informed the Lok Sabha that Shein’s operations would be hosted on a fully India-based retail platform, ensuring that the brand has no access to or control over platform data. The Ministry of Textiles, after consulting with MeitY and the Ministry of Home Affairs, raised no objections to Reliance Retail’s proposal.

Meanwhile, a Reuters report noted a slowdown in Shein’s revenue growth, which dropped to 23% in the first half of this year compared to 40% in the previous year, as the company prepares for a potential stock market listing in London.