Reliance Retail and Shein are expanding their partnership to sell India-made Shein-branded apparel internationally—targeting key markets like the U.S. and U.K.—within the next six to twelve months economictimes
Strategic Shift Away from China
- Rising U.S. tariffs on Chinese goods have driven Shein to diversify its manufacturing footprint
- Reliance has already tied up with 150 Indian garment suppliers and aims to onboard 1,000 within a year
- While Shein claims the partnership is currently for the Indian market, both parties are actively preparing for global distribution
How the Expansion Works
- The model uses on-demand manufacturing, where small initial batches (as few as ~100 units) gauge customer response before ramping up production
- Reliance supports manufacturers with fabric sourcing (notably synthetics) and machinery upgrades, boosting local infrastructure
- Executives have visited China to adopt Shein’s data-driven design and fast cycle supply-chain model
Why This Opportunity Matters
- Boosts “Make in India”: Empowers ~1,000 MSMEs and local factories by integrating them into global supply chains .
- Shein returns post-ban: After exiting India in 2020 due to geopolitical tensions, Shein has re-entered via Reliance’s localized model
- Global brand diversification: Listed on Shein’s U.S. and U.K. online platforms for the first time—marking a significant step for India’s apparel reach.
What’s Next?
- Expect India-made Shein items to appear on U.S. and U.K. sites within the next year .
- Production scaling across wider garment hubs beyond initial manufacturers.
- Infrastructure investment, including further machinery for synthetics and tech-enhanced supply chains.
Final Thoughts
This collaboration shifts the fast-fashion spotlight to India. By creating a Made-in-India supply chain for Shein’s global offerings, Reliance is not just reintroducing the brand locally—but aiming to redefine India’s place in the international fashion supply network.
