Global ecommerce platform Shein knows the pulse of the Indian market. What makes us say this? Well, it has a knack for entering India just at the right time. It is this unique ability of the platform that helped it make a fortune capitalising on India’s booming fashion ecommerce sector in 2018, attracting millennial shoppers looking for trendy, budget-friendly clothing.

After a five-year absence, following its ban in the country in 2020, Shein is back to cash in on the fast fashion boom, which is currently outpacing traditional fashion segments.

However, this time, Shein’s return is different from its earlier stint in India as Reliance Retail is overseeing the entire operation, from supply chain logistics to data security, to address the concerns that led to Shein’s original ban.

Reliance Retail, which signed a deal with Shein in May 2023, has taken nearly two years to bring the brand back. Without any formal announcement, the company has now launched Shein as a standalone app, initially available in New Delhi, Mumbai, and Bengaluru, with plans for a nationwide rollout in the coming months.

Now, as Reliance plans to leverage Shein’s global branding to dominate India’s fast-fashion market, the question is how much it can cash in on Shein’s past glory.

While Shein claims on its app that ‘The OG is........

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