SHEIN and Reliance Retail are set to bring Indian-made SHEIN-branded apparel globally in the next 6 to 12 months, with plans to grow their local supplier base from 150 to 1,000 manufacturers. In response to US tariffs on products imported from China, SHEIN is pivoting from a sourcing strategy based in China.

SHEIN is headquartered in Singapore and licensed the SHEIN brand to Reliance to operate in India. SHEIN started immediate operations in India on a local website at SHEINIndia.in in February 2025, and it has produced clothes in India–unlike its current global sites, which do most of their sourcing in China.

SHEIN is a more than US $ 30 billion revenue fast-fashion clothing retailer that will use Reliance’s retail network and logistics capacity to its advantage. The group of new executives at Reliance is starting to execute SHEIN with an on-demand manufacturing model; meaning they will start with small batches of 100 units for a single design and ramp it up or down with real-time sales data.

With the support of the Indian Government, and Minister of Commerce Piyush Goyal stating that world-wide opportunities exist for the retailer, it is hoped that the partnership will support the country’s textile exportation and manufacturing jobs. Reliance will support and invest in the supplier base capability, especially in terms of synthetic fabrics, where the country is well behind.

So far SHEIN’s India app has been downloaded over 2.7 million times and has 12,000 styles, as the brand assesses local demand ahead of its international rollout.

This partnership represents a strategic move to diversify SHEIN’s global fashion sourcing strategy, and its planned position as a major node of SHEIN’s global supply chain.