Shein to return to India: Why the Chinese fast-fashion label will be a differentiator for Reliance Retail

Reliance Retail to bring Shein to India: Expertise in online, supply chain management and reduction in turnaround time to launch brands are big advantages.

The expected launch of Chinese fast fashion brand Shein by Reliance Retail is being viewed as a key strategic decision. Apart from merely enhancing Reliance Retail’s portfolio, it will give it valuable insights into key aspects of the industry, like supply chain management. This will be Shein’s second innings in India after it was banned — along with 59 other Chinese apps — in June 2020 after tensions escalated between India and China on the Himalayan borders.