The Shein India Fast Fashion app went live on Saturday morning, according to a source. However, the company has not made an official announcement regarding the launch.

This move marks a shift in Reliance’s strategy, as the company has previously integrated international brands like Superdry and Gap into its flagship fashion platform, Ajio. With the introduction of a standalone app for Shein, Reliance is directly competing with platforms like Myntra, owned by Walmart’s Flipkart.

Shein’s Return to India

Founded in China in 2012 and later headquartered in Singapore, Shein gained immense popularity for its affordable Western fashion. However, its app was among several Chinese applications banned in India in 2020, including ByteDance’s TikTok, following a border dispute and concerns over data security.

In 2023, the Indian government revealed that Reliance had secured a deal with Shein, under which Indian manufacturers would produce and supply Shein-branded clothing. As part of the arrangement, all items sold on the Shein India Fast Fashion app are designed and made in India, with plans to make the collection available on Ajio at a later stage.

Limited Launch, Nationwide Expansion Planned

Upon opening the new Shein app, users are greeted with the message: "The fashion OG is back." Initially, deliveries will be limited to select cities like New Delhi and Mumbai, with a nationwide rollout expected in the near future. Prices for the collection start as low as ₹350 for dresses.

According to a report by Reuters, Reliance will pay a licensing fee to use the Shein brand name, though the partnership does not involve any equity investment.

Meanwhile, Shein is preparing for a listing on the London Stock Exchange in the first half of the year, following the decision to withdraw its US IPO plans due to regulatory hurdles and scrutiny from American lawmakers.