Ethical Fashion in Focus: our CEO's Take on Shein’s Re-entry to India

After nearly five years away following its 2020 ban, the popular Chinese fast-fashion app Shein has made its comeback in India.

This re-entry comes amid mixed reactions—whilst many consumers are eager to rediscover its trend-setting designs and accessible prices, others remain cautious about the broader implications for data security and sustainable practices.

Shein’s return has been orchestrated through a strategic partnership with Reliance Industries, led by Indian billionaire Mukesh Ambani. Under strict government guidelines, Reliance now manages all e-commerce operations, logistics, and marketing for Shein in India, whilst the app itself has been relaunched with rigorous data security protocols. Notably, all customer data is hosted within India, ensuring that personal and non-personal data remain secure and inaccessible to Shein directly.

In light of these developments, our founder and CEO, Priya Ravindra—an acclaimed thought leader in sustainable fashion and textiles—was recently invited by ABC News to provide her expert insights on the evolving landscape. At the helm of Punar, an award-winning startup dedicated to ethical luxury gifts and fashion textiles crafted entirely in India, Priya has consistently championed transparency and sustainable production practices.

Instead of fear and despair, we can use this as an education and awareness opportunity, says Priya. Sharing her perspective, Priya highlighted the tangible benefits of sustainable fashion. “Sustainable fashion isn’t just better for the planet but also for the people who make our clothes. Ethical, long-lasting textiles empower communities and reduce waste”, she explained. Ms. Ravindra's insights underscore a critical message: true quality and longevity in fashion come from practices that prioritize ethics and sustainability over the disposable culture often promoted by fast fashion brands like Shein.

Whilst the convenience and affordability of the app continue to attract a broad audience, industry leaders and conscious consumers alike are advocating for a shift toward more sustainable, locally sourced alternatives. With voices like Priya’s leading the discussion, there is a growing call to “do your research and support local and independent brands”—a sentiment that promises to reshape how we approach fashion in the years to come.

Read our founder’s insights and the ABC news article here.