Shein and Reliance Retail to Ramp Up India Operations, Target Global Exports
Fashion giant Shein and its Indian partner Reliance Retail are planning a major expansion in India, aiming to boost their local supplier base from 150 to 1,000 within a year. The move comes amid rising U.S. tariffs on Chinese imports, prompting Shein to diversify sourcing away from China. The partners also plan to begin global exports of Shein-branded clothes made in India within six to twelve months, starting with listings on Shein’s U.S. and U.K. websites.
The Shein-Reliance collaboration marks the fast-fashion brand’s return to India after a 2020 ban, now operating under a licensing agreement with Reliance. The newly launched SheinIndia.in features apparel made locally, contrasting with Shein’s traditional model of China-centric manufacturing. Reliance is already working with 150 garment manufacturers and is in discussions with 400 more, aiming to adopt Shein’s agile, data-driven, on-demand production model.
To scale up, Reliance plans to support suppliers with investments, fabric sourcing—particularly synthetic blends—and machinery imports. Executives recently visited China to study Shein’s cutting-edge supply chain and marketing strategies. With over $30 billion in annual revenue, Shein’s India strategy is seen as a key pivot in its global operations amid ongoing Sino-U.S. trade tensions, and is poised to position India as a major global supply hub for fast fashion.
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