Shein and Reliance Partner to Scale India Sourcing and Launch “Made in India” Apparel Globally

Rapid Expansion of Indian Supplier Network

Fast-fashion leader Shein, in collaboration with Reliance Retail, is set to dramatically grow its Indian manufacturing base from 150 to 1,000 suppliers within 12 months. The move aims to:

• Diversify sourcing away from China, prompted by recent U.S. tariffs on low-value e-commerce imports

• Localize production for the Indian market and create “Made in India” lines for global rollout

Shein's model—offering $5 dresses and $10 jeans—has hinged on rapid, low-cost production. By licensing its brand for India to Reliance Retail, SheinIndia.in now taps 150 contracted garment manufacturers and is negotiating with 400 more to meet its ambitious goal.

Why Now? Tariffs and Geopolitics Drive Change

Recent U.S. duty fees on small-parcel imports from China have eroded Shein's cost advantage. India, with its large textile base and competitive labor, offers:

• Tariff relief: Domestic production circumvents import levies

• Faster turnaround: Reduced shipping times compared to cross-border logistics

• Scale potential: Local factories can support global exports within 6-12 months

Strategic Implications for the Apparel Industry

Shein's pivot underscores a broader trend of apparel supply chain realignment:

1. Risk mitigation: Brands are moving factories closer to end markets to shield margins from tariff shocks.

2. Made-in-India narrative: “India-made” labels can bolster export appeal amid growing consumer interest in ethical and local manufacturing.

3. Capacity building: Scaling small and medium-sized manufacturers in India may enhance their global competitiveness.

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Broader Retail Sector Valuations

As Shein and Reliance reshape sourcing, investors may re-examine valuation metrics across retail and consumer discretionary sectors. The Industry P/E Ratio API provides up-to-date price-to-earnings comparisons to benchmark retailers' relative value.