Reliance Brings Shein Back in India, Here Are the Listed Competitors – Trent, ABFRL, Among Others

Fast fashion is renowned not only for its ability to deliver the latest runway trends but also for its affordability. In 2023, the global fashion industry was valued at an impressive $1.7 trillion. While India’s overall fashion market grew by just 6% in FY24, the fast fashion sector saw a robust 30-40% year-on-year growth, with projections estimating it could reach a worth of $50 billion by FY31.

Shein’s return to the fast fashion market in India has sparked intense competition, as the Chinese brand, revived by Reliance Retail, now competes with other established fashion labels from publicly listed companies to online first brands.

This re-entry into the market is fuelling a competitive landscape, with multiple brands striving to capture the attention of Indian consumers and secure their place in the evolving fashion space.

In this article, we discuss the key players vying for dominance and also elaborate on the dynamic and evolving fast fashion industry in India.

List of Shein’s Competitors in India

1. Trent Ltd

Trent is a Tata Group company that owns the fast fashion brand Zudio. Trent’s other brands like Westside and Utsa, have made significant strides in disrupting the Indian fashion market.

Zudio is one of the largest and most popular fast fashion brands among Gen Z in India. Its affordable pricing and trendy collections have made it a go-to choice for the younger generation.

Zudio’s success lies in its strategic approach of targeting tier 2 and tier 3 cities. Instead of relying heavily on advertising, it focused on its store placement strategy, establishing a strong presence in underserved areas with hyper-localised collections and an unbeatable price range starting from ₹29 to ₹49.

2. Aditya Birla Fashion and Retail

Aditya Birla Fashion and Retail Limited (ABFRL) is a fashion retail company based in India, part of the Aditya Birla Group. It owns several well-known brands, including Louis Philippe, Van Heusen, Allen Solly, and Peter England, and also runs Pantaloons and The Collective.

Pantaloons, a division of Aditya Birla Fashion and Retail Ltd, is known for its fast fashion offerings at affordable prices. The brand’s products cater to a wide range of budgets, with MRPs starting from around ₹199, providing accessible fashion options for a broad customer base.

3. Shoppers Stop

Shoppers Stop is an Indian department store chain, owned by the K Raheja Corp, a prominent Indian real estate conglomerate. Shoppers Stop’s value fashion brand, Intune, is making its mark in the competitive fast fashion space by offering affordable clothing.

Intune is currently in competition with other value-driven brands like Trent’s Zudio, offering a similar price range of ₹149-₹999, and positioning itself as an affordable option for shoppers. The brand continues its growth trajectory, marking a significant milestone with the launch of its 50th store in October of the previous year.

4. Future Lifestyle Fashions

Future Lifestyle Fashions, a part of the Future Group, is one of India’s leading retail companies. It plays a key role in shaping the Indian lifestyle fashion market by integrating popular retail destinations such as Central, Brand Factory, and Planet Sports, along with more than 20 domestic and international fashion brands.

Brand Factory, in particular, is India’s largest chain of fashion discount stores, offering discounts ranging from 20% to 70% on over 200 Indian and global brands, available every day of the year.

List of Shein’s Competitors- Online First Brands

1. Urbanic

Urbanic, a brand known for its stylish and premium fashion, has launched a new venture called Savana, aimed at catering specifically to Gen Z women. With a direct-to-consumer (D2C) model, Savana enhances customer engagement by allowing a more personalised connection with its audience.

The brand quickly became the beloved alternative to Shein after the latter’s sudden exit.

2. Newme

NEWME, a tech-driven, online-first fashion brand founded just over 2 years ago, has quickly expanded its offerings beyond clothing for the Gen Z demographic. The company has recently ventured into accessories, which have been performing well, and is now planning to introduce perfumes and hair colours.

With its services now available in 26 pin codes across Delhi NCR and Bengaluru, NEWME has seen offline sales contribute to around 22% of its overall business, with the majority still driven by its online platform.

3. Myntra FWD

Myntra FWD, a brand tailored for trendsetters aged 18 to 25 in India, captures a significant portion of traffic from Tier 2 and 3 cities, accounting for 40%-45% of Myntra’s app visitors.

Offering a wide range of stylish yet affordable clothing, many of the items are priced between ₹500–₹650, making it accessible to a broader audience.

Conclusion

In conclusion, the return of Shein to the Indian fast fashion market through Reliance Retail has intensified the competition among both traditional and online-first brands. With key players like Zudio, Pantaloons, Shoppers Stop, and Future Lifestyle Fashions, along with emerging online brands such as Urbanic, NEWME, and Myntra FWD, the landscape is becoming increasingly dynamic.

These competitors are leveraging diverse strategies, from hyper-localised collections and targeted pricing to strong digital engagement, to capture the attention of Indian consumers. As the fast fashion sector continues to grow, these brands will play a crucial role in shaping the future of fashion retail in India.

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