skip to content

Shein Makes a Strategic Entry with Reliance’s Ajio Platform

Shein is making a strategic return to India by partnering with Reliance’s Ajio platform. After being banned in 2020, Shein is running a trial launch offering women's western wear on Ajio, sparking excitement and curiosity.

Shein re-enters India through a strategic partnership with Reliance's Ajio platform

Shein is quietly making its way back into the Indian market, teaming up with Reliance Retail’s Ajio platform. After leaving India in 2020, The global fast-fashion brand is running a trial to reintroduce its products., sparking curiosity and anticipation among fashion enthusiasts.

The Indian government banned the Shein shopping app in India about four and a half years ago, along with a number of other Chinese applications, including TikTok. The prohibition was implemented due to data and security concerns, and the government has highlighted that the Shein app was prohibited, not the Shein items themselves. 

The test launch includes a variety of women’s western wear on Ajio, offering customers a taste of what might be the start of Shein’s complete comeback. While there is no formal date for a broader launch, Shein and Reliance’s relationship is being widely monitored as a strategic move in India’s competitive e-commerce and fashion markets. 

Shein sees this relationship as a smart move toward re-entering the market, utilizing Reliance’s trusted platform to interact with Indian customers. Reliance, on the other hand, expands Ajio’s appeal to a larger audience by adding another globally known name to its portfolio. Together, they are preparing to fight with established competitors while also exploring new potential in the fast-fashion category. 

As this trial progresses, the response from Indian consumers will play a key role in shaping Shein’s next steps. Will this partnership become a game-changer in the Indian fashion industry?

Scroll to Top