Shein and Reliance Retail to Boost Indian Supplier Network

Shein, in partnership with Reliance Retail, aims to increase its Indian supplier base from 150 to 1,000 within a year. The goal is to produce Shein-branded clothing in India for both domestic sales and international exports, particularly to the U.S. and U.K., within six to 12 months.

Shein, Reliance expand in India, targeting global apparel exports.

Shift Driven by U.S.-China Trade Tensions

The move comes as Shein looks to reduce dependence on Chinese suppliers due to rising U.S. tariffs. The brand, which previously shipped low-cost apparel from China, is now localizing production in India to navigate geopolitical and trade challenges.

Re-entry into Indian Market

Shein re-entered India in 2025 through a licensing deal with Reliance, after its app was banned in 2020 due to tensions between India and China. The new platform features locally made products, unlike Shein’s other sites that source mainly from China.

Adopting Shein’s On-Demand Model

Reliance is replicating Shein’s agile manufacturing model by asking suppliers to produce limited quantities (as few as 100 units) and scale up based on demand. Executives have studied Shein’s operations in China to apply its fast, data-driven supply chain methods in India.

Rapid Growth and Market Interest

The Shein India app has gained traction with 2.7 million downloads and 120% monthly growth. The brand offers competitive pricing in India, though slightly higher than in the U.S. Shein’s expansion aligns with broader industry trends as global retailers seek alternatives to China.

Investment in Supplier Capability

Reliance plans to invest in suppliers, help them import needed machinery, and develop capacity for synthetic fabric production—an area where India currently lags. This support aims to position Indian manufacturers as key contributors to Shein’s global supply chain.