Reliance Brands Partners with Kim Kardashian's SKIMS for India Launch

Reliance Brands Ltd (RBL), the luxury retail arm of Reliance Retail, has secured an exclusive partnership to launch Kim Kardashian's shapewear and lifestyle brand, SKIMS, in India. This move aligns with the growing trend of global fashion and beauty companies expanding into India's rapidly developing premium consumer market.

Under the agreement, RBL will distribute SKIMS products through both its offline retail stores and digital platforms. The brand's debut in India will be a phased rollout, commencing with initial store openings in Delhi and Mumbai, followed by an expansion to other cities and channels over time. This entry marks SKIMS' expansion into one of the world's fastest-growing fashion and beauty markets.

Founded in 2019, SKIMS has established a significant presence in the women's underwear, shapewear, and loungewear categories, emphasizing fit, comfort, inclusivity, and technical innovation. The brand has since broadened its offerings to include menswear (SKIMS Mens) and sportswear.

"SKIMS has changed how the world thinks about shape, comfort and inclusivity, and it speaks directly to a new generation of Indian consumers who want fashion that is both aspirational and made for them," said Isha Ambani, director at Reliance Retail. The partnership is expected to accelerate the premiumization of India's innerwear and shapewear market.

The launch intensifies competition in India's shapewear sector, which generated $101.5 million in revenue in 2025 and is projected to reach $202.6 million by 2033. International players like SKIMS will compete with domestic brands by leveraging global brand recognition and premium offerings, while local companies focus on competitive pricing and consumer understanding.