While some feel that the company's re-entry may not create much furore, Shein's legal troubles actually began long before the ban on Chinese apps in 2020. E-commerce app Shein which was banned, along with nearly 200 other Chinese-developed apps, by the Ministry of Electronics and Information Technology (MeitY) last year may be re-entering the Indian market as a sub-platform or seller on Amazon. The e-commerce giant’s website displays Shein as one of its upcoming ‘Prime Day launches’. MediaNama's queries sent to Amazon and Shein on the exact nature of Shein’s association with Amazon remain unanswered, however, in a statement to CNN, Amazon acknowledged that "Shein branded apparel is among the many Prime Day new launches from various sellers." Why this matters: Shein is a Chinese fast-fashion e-retailer that was popular in India for its clothes and accessories. But the app was subsequently banned by the Indian government following skirmishes along the Indo-China border in June 2020. Its re-entry marks the second attempt by apps that were banned during this period to work their way around the ban. On July 2, a rebranded version of PUBG called Battlegrounds Mobile India was officially launched on Android after terminating its Chinese publisher Tencent's rights. Meanwhile, the Ministry of Consumer Affairs is introducing stricter regulations for e-commerce entities in India by proposing amendments to the existing Consumer Protection (E-Commerce) Rules, 2020 which includes provisions that would disallow Amazon from running its Prime Day sales and lightning deals. Legal expert says re-entry may not cause issues Prasanth Sugathan, legal director…
