Shein and Reliance Retail Expand ‘Made in India’ Apparel

Shein, the global e-commerce fashion giant, is joining forces with India’s Reliance Retail to ramp up production of Shein-branded apparel in India, aiming to supply both domestic and international markets as it shifts away from reliance on Chinese manufacturing.

Shein, in partnership with Reliance Retail, plans to increase the number of local suppliers to 1,000 within a year, up from the current 150. This collaboration will enable the production of Shein-branded apparel in India for both domestic sales and international distribution, with Indian-made products expected to be listed on Shein’s US and UK websites within six to 12 months.

The e-commerce company, which originated in China but is now based in Singapore, had initiated discussions with the Indian retail giant before the United States implemented tariffs on Chinese imports. These tariffs have since increased the urgency for Shein to diversify its production sources.

Adapting to Global Trade Shifts with India-Made Apparel

According to sources who spoke to Reuters, the partnership is focused on rapidly scaling up Indian manufacturing capacity to meet growing global demand and to navigate new trade barriers affecting Chinese-made goods.

Shein is known for its affordable fashion, offering $5 dresses and $10 jeans, and currently ships directly from 7,000 Chinese suppliers to consumers in 150 countries. The United States remains Shein’s primary market, where the company is now adapting to tariffs on low-value e-commerce shipments from China that previously entered duty-free.

Shein’s Indian journey and Reliance partnership

Shein first entered the Indian market in 2018, but faced a ban in 2020 during government actions against Chinese-affiliated companies amid border tensions. The company re-entered India in February through a licensing agreement with Reliance Industries, launching SheinIndia.in, which sells Shein-branded attire manufactured in Indian factories. This differs from Shein’s other international websites, which predominantly feature Chinese-made products.

Under the leadership of Mukesh Ambani, Asia’s wealthiest individual, Reliance Retail has already engaged with 150 clothing manufacturers and is in negotiations with an additional 400. The partnership’s goal is to establish a network of 1,000 Indian manufacturing units within 12 months, producing Shein-branded apparel for both domestic consumption and international distribution via Shein’s global online platforms.

Strategic shift and global ambitions

This initiative marks a strategic shift for Shein as it seeks to reduce its dependence on Chinese manufacturing and expand its global supply chain. By leveraging India’s manufacturing capabilities and Reliance Retail’s extensive network, Shein aims to strengthen its position in international markets while also serving a growing Indian consumer base.

The partnership is expected to boost India’s apparel exports and create new opportunities for local manufacturers while helping Shein adapt to changing trade policies and consumer preferences worldwide.