Reliance Retail and fast-fashion giant Shein have unveiled a high-ambition plan: exporting apparel manufactured in India to international markets, including the U.S. and the U.K., within the next 6–12 months.
The JV intends to dramatically expand sourcing from Indian suppliers—from 150 currently to a targeted 1,000 factories over the coming year. This strategy echoes a broader pivot away from reliance on Chinese suppliers, prompted by rising U.S. tariffs and global supply chain uncertainties.
Shein, which first entered India in 2018 but exited following a government ban on Chinese apps in 2020, re-entered the market earlier this year under a licensing deal with Reliance. Under this arrangement, Reliance assumes full operational control—handling manufacturing, distribution, and data management—while Shein provides technology and brand expertise.
Reliance is implementing Shein’s “on demand” production model locally: small initial batches of around 100 units per design, ramping up based on consumer preferences.
In its early phase, the Shein India app has garnered strong uptake—2.7 million downloads so far—offering approximately 12,000 designs, compared to the 600,000 available globally.
Reliance executives have visited China to study Shein’s data-led design protocols, supply chain techniques, and digital marketing strategies. Moving forward, the partnership will list India-made garments on Shein’s U.S. and U.K. platforms, marking India’s debut as a production origin for the global operation.
