Banned Chinese fast fashion brand Shein is set to relaunch in India but slightly in a different way.
The brand which focuses on apparel, beauty, and athleisure products, was popular among India’s millennial and Gen Z shoppers until the government banned its app in the country last year amidst heightened geopolitical tensions between China and India. Now, Shein is set to make a comeback in India through Amazon during its upcoming Amazon Prime Day Sale, as per the sale banner. The sale will be launched across India from midnight of July 26 till July 27.
Shein was amongst the 250 Chinese applications that were banned by India between June to September 2020. The Ministry of Information Technology had blocked the apps under Section 69A of the Information Technology Act in view of the emergent nature of threats, as information revealed that these apps are prejudicial to the sovereignty and integrity of India, defence of India, security of the state and public order.
Industry experts say that Amazon’s attempt at helping Shein make a comeback in India is largely to stop its rival Flipkart’s domination over the fashion segment in the e-commerce industry in India especially with the latter’s niche subsidiaries, Myntra as well as exclusive tie-ups with homegrown and overseas brands. Walmart-backed Myntra recently concluded its annual ‘End-of Reason’ sales, said that it sold 18 million products ordered by 4.2 million customers across the country, as reported by The New Indian Express.
Just like Shein, PUBG Mobile India made a return to India earlier this month with a new identity as Krafton’s Battleground Mobile India. PUBG Mobile is a South Korean game but it was banned in India because of its relations with the Chinese-based company, Tencent Games. However, the gaming company has now broken terms with Tencent Game for India and have launched the game with Krafton for the users.