Reliance Brands to launch SKIMS in India, starting with Delhi and Mumbai
Reliance Brands has secured exclusive India distribution rights for Kim Kardashian’s SKIMS, with a phased launch spanning stores in Delhi and Mumbai, digital channels and later city expansion. The move raises the stakes in India’s premium shapewear and innerwear market.
What happened
Reliance Brands Ltd · Reliance Brands will exclusively launch Kim Kardashian’s SKIMS in India through phased Delhi and Mumbai store openings and its digital
Key facts
- SKIMS was founded in 2019
- SKIMS raised $225 million in November 2025 at an approximately $5 billion valuation
- India's shapewear market generated $101.5 million in revenue in 2025
- India's shapewear market is projected to reach $202.6 million by 2033
Why this matters
The partnership highlights the strategic value of securing exclusive rights to globally proven digital-native brands before India expansion becomes more competitive.
What to watch
- India launch timing, initial store count and whether SKIMS receives dedicated stores versus shop-in-shop placement.
- Listed prices relative to domestic premium innerwear and imported luxury shapewear alternatives.
- Availability of extended sizes, India-relevant nude shades, climate-suitable fabrics and category breadth beyond shapewear.
- Reliance's choice of e-commerce channels, delivery coverage and returns policy.
- Early sell-through, replenishment frequency, customer-review themes and evidence of repeat purchases.
- Announcements of local manufacturing, exclusive India capsules or accelerated expansion beyond Delhi and Mumbai.
- Responses from Zivame, Clovia, Marks & Spencer, Triumph, Victoria's Secret and Indian premium apparel brands.
- Open shop-in-shops or dedicated SKIMS zones in Reliance's premium department-store and mall network across Delhi and Mumbai.
- Prioritize digital launch with fit guides, size-assistance tools, creator-led education and return-friendly fulfillment to reduce category trial barriers.
- Build an India-specific price ladder through entry essentials, multipacks and selective localized sourcing or assortment adaptation.
- Use launch data to determine expansion into Bengaluru, Hyderabad, Pune, Chennai and high-income tier-2 markets.
- Competitors increase celebrity partnerships, inclusive sizing, nude-tone ranges and shapewear-led product launches.