Reliance holds backend test launch for Shein products on Ajio (#1688439)

Gearing up to relaunch fast fashion brand Shein in India, Reliance Retail has begun to test launch the label on the backend of its multi-brand fashion platform Ajio and catalogue its extensive range of womenswear. 

“Shein has begun testing and cataloguing its casual women’s western wear on Ajio, which it may gradually roll out to other platforms,” an anonymous executive aware of the development told ET Retail. “But right now, there are no defined timelines for the launch.”

The Indian government banned the Shein shopping app in India around four and a half years ago along with a long list of Chinese apps, including TikTok. The ban was put into place due to data and security concerns and the government has clarified that it was the Shein app which was banned,not Shein products themselves. 

Government minister for commerce and industry Piyush Goyal recently informed the Lok Sabha that Reliance Retail Limited will ensure that Shein will be fully hosted on infrastructure within India for its operations in the country and be subject to strict data security protocol. The brand will also manufacture apparel within India to create employment opportunities.