India’s Gen Z fashion paradox—all hype, little scale

Gen Z fashion in India is having a moment. Or, at least, it should be.

Earlier this month, China’s Shein, once the undisputed leader in fast fashion, made a dramatic return to the country after being banned by the Indian government in 2020. This time around, it has Reliance Industries, India’s largest conglomerate, in its corner, having partnered with Reliance Retail for its second innings in the country.

In mere days, Shein’s disruptive potential was evident, quickly becoming the most downloaded app on Google’s India Play Store. However, while many are expecting Shein’s re-entry into India to shake up the market, the Gen Z fashion space it primarily caters to hasn’t lived up to expectations since the company last hawked its wares in the country.