Afternoon iKyu-riskers! I know, I know, we are late to the party. Valentine Month dusked down. MahaShivratri brought power and MahaKumbhâs end bought a lot of shakti and stories. And Holi just blasted a colourful exuberance of fresh spectrum of ideasâŠ
Scorching heat is on the rise, but we are being boiled NOT by the Sun Shine, but Chin-Shine. We have a lot to catch on. But before that:
đš(Not so lively) LIFE UPDATE: I committed a crime last week. I started my YouTube Channel and Joined Instagram (full-time).
My YouTube Channel is an intention. A battlecry decision that now âno oneâs going to do itâ types and so Iâll do it myself (Thanos voice), only for a few crazy ones who want to be elevated and free themselves from the noise of Clickbait content. The mission is simple: âAntidote of Clickbait Contentâ and the vision is to elevate the collective intellectual consciousness of people; who are done with those tricks of super-edgy editing, a lot of transitions and what not. Will do what I do best. Write my thoughts out and brutally breakdown ideas in front of a camera. No hefty editing; simply sit, record and hit publish.
After 7 years of hiatus (on & off). Yes! Iâm on Instagram. Full throttle. Instagram is a platform to decode, breakdown and brutally cleanse. No breaks or detoxification. Instagram is on. Donât know what all spectrum of content I would post, but thatâs I feel âyuckâ by that platform, never understood the signal. But now itâs all about stories, reels, drafts and comments. Thoughts?
Because I am an exclusive X (formerly Twitter) person. I was writing exclusively on X. What I write generates around 5-10 Million monthly views and impressions and more than 100 Milliion views in a year. X was my platform. But, as my hunger to build stuff grew obsessively, I didnât wanted to confine myself to just one platform and have a rented audience. My curiosity thirst wasnât being quenched, so there you goâŠ
I shared my perspective on the my first video on the channel of why I am starting a YouTube Channel. Plus I felt Instagram has changed a lot in the past few years. Thereâs a lot to learn. Joining Instagram with one and only one intention: âTo write beautiful videos and carousels and understand the platform while I build.â
Thatâs it. Thatâs the update. Experimenting with what works on the platform. I feel an ick joining Instagram but itâs a new day, a new adventure.
Letâs get started.
Do let me know â What kind of content makes you watch YouTube and Instagram more, asking for a friend?
Now letâs get back to SHEIN-ing brighter than a diamondâŠ
Fresh month, freshly baked. But is it made and served in India?
The series of event happened (and happening) past month was just phenomenal:
From launches of ChatGPT o3, 4.5, Claude,
we got Grok 3 with reasoning + voice; Grok 3 Voice mode is killer.
Also AI-generated gameplays, Figure new Clone Robotics model, Neo Gamma by X1, and a fusion reactor for a company.
Apple lost some control in the UK, but already announced a $500 billion investment silently shifting to Indiaâs diaspora.
And just recently NVIDIA showcased the future of AI, Robots umbrella-d under their vision of agentic AI and partnered with Disney and Google Deepmind to incept âBlueâ, a wall-e type robot!
This societal purge of rented culture showcases how gullible we are as a civilisation.
And that made me thinkâŠ
We Indians, love operating on convenience. We love embracing curated silhouettes packaged as convenience on the surface, without thinking twice the cultural root of âthatâ thing. Where does it originate from?
We love talking about whatâs happening on foreign soil, so much, it makes our intellectual brain twitch. Why? Because their quality of âanythingâ supersedes our humane expectations. This seeking of âconvenienceâ has made us mediocre-consumers backboned in the stereotype of price-resistive market. And thus opens doors for each and every enterprise to ship/sell sub-par quality products at a premium price. This should boil your blood. But it wonât.
Exactly. Convenience.
This gets funny. When thereâs convenience involved, even so-called âenemyâ country feels like enigma. Cultural roots are important for showing off, but other timesâŠnot so much.
This same psychological trick of selling something as fashion, fast â People of India are quick to adapt, pass over and stand in line, again. And for what?
It is the price? Is it the variety? Is it the very nature of commodity in a low trust society of India?
Thatâs the adventure cart our edition is added to.
India has always been in the grey. It has been a pattern.
Look at how Colonial bastards came on our shore. Gave us a lot of stuff to get started, but what they took from us is unprecedented. The transaction (loot) they did to us, we are still recovering from it. 76 years. 76 YEARS!
A civilisation becomes bendable when initially you give them crumbles of âconvenienceâ. Indiaâs foundation was rebuilt on class divide. Class divide breaded cultural divide.
When we were supposed to put our heads down and wear the greased cape of the Industrial Revolution, we were busy toiling what Colonial dogs left to us. Some foreign-settling aspiration and a lot of English to swallow.
We didnât pick up the Industrial pace as our neighbours did. And what happened? Things that were supposed to happen, China became a manufacturing powerhouse. We still are stuck selling âconventionalâ dreams.
American gave the world, Innovation.
China gave the world, Manufacturing.
India gave the worldâŠService Industry.
Do you find something hilarious here? Two countries that focused on Nation building and not personal endeavours initially are far more ahead in terms of Economical growth, world leadership and humanity future orientation.
India is not.
But as they say; Time changes, so do men. Same kind of doorway we stand, and this time the entire script is same except one minute difference.
This time the reign is in our hand. Yes. In Indiaâs hand.
Why compare colonial debauchery to something as simple as an e-commerce transaction?
Cultural roots.
But thereâs too much to decipher, and we only have few minutes. India is a relic of punctual consumerism. Time is everything. Fashion is too fast here.
Why sentiment heavy India is embracing the come back of a fast fashion brand under the label of Reliance?
Is it not hampering our cultural identity or is it fair to ignore any trade war when convenience (and Reliance) plays a big role?
Why are we heading towards this âSchezwan-Sattuhâ cult?
Why blurring the divide between Made In India with Made in CHINA SHEINA?
Letâs brutally breakdownđȘ this reliant move by Reliance empire to go beyond borders and bring back a fast fashion chain and package it as Made for India. Did they find the new OIL for youngsters or is this a long haul game he is playing after Budget 2025 is about to alter purchase behaviour, too much steam to blow off in todayâs Valentine edition ofinK by iKyu.
But before we deep dive, letâs begin with India by iKyuâŠ
inK by iKyu is a reader-supported publication. To receive freshly baked breakdowns and support our âsubscription-driven publicationâ, consider becoming iKyuâs inKrediblesubscriber.
THE (K)URRENT
THE TECH-TRYST CULTâŠ
SATYAâS QUANTAM VACHANN
My keyboard crumbles while I write this but credit due where itâs deservedâSatyaâs crushed it. Microsoftâs Majorana 1. A quantum chip, unveiled by Satya Nadella, is a savage leap forwardâbuilt on a new state of matter, topoconductors, itâs the worldâs first QPU with topological qubits. Eight qubits now, scaling to a million, it promises stability and speed that could gut modern encryption, turbocharge drug discovery, and juice AI beyond imagination. Error rates? Slashed below 1 in 1000. Think silicon transistor-level disruptionâonly fiercer. Nadella calls it a 20-year chase ending in a computing revolution. Years, not decades, to flip the world upside down. Quantumâs here, and itâs a brutal beast unleashed.
THE END OF MAHAKUMBH
Mahakumbh 2025 ended with Mahashivratri, with a jaw-dropping 66 crore devoteesâhalf of Indiaâs populationâdipping in the Triveni Sangam over 45 days. Once a global poster child for Indiaâs poverty, itâs now a colossal celebration of Bharat and Sanatan Dharma. The numbers are insane: 8 crore on Mauni Amavasya alone, averaging over 1 crore daily. This wasnât just giganticâit was a beautiful, phenomenal middle finger to the old narrative. With âč3 lakh crore pumped into Uttar Pradeshâs economy, Mahakumbh roared as a festival of faith, unity, and raw power.
CREDâS COUTURE
CREDâs latest shindig unveiled âSvalbardââa flashy credit management suiteâaiming to juice up its 14 million usersâ financial game. With revenue soaring 66% to âč2,473 crore in FY24 and losses slashed 41% to âč609 crore, this launch could turbocharge growth by cross-selling to its 1.15 crore monthly transacting users. Loan books hit âč19,000 crore, and new mutual fund-backed credit lines scream profit potential. But hereâs the kicker: overhyping a cluttered fintech space risks alienating users with complexity. Executionâs the devilâscrew it up, and CREDâs $6.4 billion valuation could wobble.
THE (K)REMĂ
THE INDO-CHINA CULTâŠ
Reliance Industries, under the leadership of Mukesh Ambani, has indeed stirred debate by partnering with Shein, a Chinese fast-fashion giant, to reintroduce it to India in February 2025ânearly five years after its ban in 2020 amid nationalistic fervor and geopolitical tensions with China. The ban, which affected over 300 Chinese apps, was framed by the Indian government as a response to national security and data privacy threats following border clashes.
This move was widely seen as a âsurgical strikeâ against Chinese economic influence, resonating with a surge in nationalistic sentiment. So why would Reliance, a homegrown conglomerate deeply embedded in Indiaâs economic fabric, seemingly defy this sentiment by bringing Shein back? The decision is less about breaking nationalism and more about pragmatic economics, strategic positioning, and a nuanced recalibration of Indiaâs global trade stance. Letâs unpack this.
Reliance isnât acting against nationalistic sentiment so much as capitalizing on an opportunity that aligns with Indiaâs broader economic goalsâgoals that the government itself tacitly supports, as evidenced by its approval of this partnership. Hereâs why:
Tapping a Lucrative Market: Indiaâs fast-fashion market is booming, projected to surpass $50 billion by FY31 according to Redseer Strategy Consultants. Shein, with its global revenue of $23 billion in 2023 and a track record of disrupting markets with trendy, affordable clothing, fills a gap left by its 2020 exit. Competitors like Urbanic, Romwe, and Zudio have gained ground, but none have matched Sheinâs scale or cult following among Indian youth. Reliance, whose e-commerce arm Ajio has struggled against giants like Flipkartâs Myntra, sees Shein as a way to bolster its online fashion dominance.
Local Manufacturing Boost: A key condition of Sheinâs return is that all products sold in India are designed and manufactured locally by Indian suppliers. This aligns with the âMake in Indiaâ initiative, a cornerstone of the governmentâs economic nationalism. By integrating over 25,000 local MSMEs into Sheinâs supply chain, Reliance is creating jobs and boosting textile exportsâShein plans to source from India for its global operations, not just the domestic market. This turns a âChineseâ brand into a vehicle for Indian economic growth, softening the nationalistic critique.
Data Sovereignty Compliance: The 2020 ban hinged on data privacy fears. Relianceâs deal ensures all customer data stays in India, hosted on local infrastructure, with Shein having no access. This addresses the original security concerns, allowing Reliance to frame the partnership as a safe, India-centric move rather than a capitulation to China.
Profit Without Equity Risk: Reliance pays Shein a licensing fee to use its brand and technology, but thereâs no equity stake involved. This keeps Reliance in full control, minimizing financial exposure while leveraging Sheinâs global brand equityâa low-risk, high-reward play.
SHEIN/OMICS
While the economic rationale is clear, thereâs a deeper strategic game at play. Reliance isnât just chasing profits; itâs positioning itselfâand Indiaâin a shifting global landscape. Hereâs what might be lurking beneath the surface:
Countering E-commerce Rivals: Relianceâs retail empire faces fierce competition from Amazon, Flipkart, and Meesho. Sheinâs low-cost, trend-driven model, paired with Relianceâs logistics and retail network (including Ajio and offline stores), could attract price-sensitive Gen Z shoppers, giving Reliance an edge in a crowded market. This isnât about nationalismâitâs about market share.
Geopolitical Judo: By turning Shein into a tool for Indian manufacturing and exports, Reliance is subtly flipping the script on India-China tensions. Instead of shunning Chinese brands, itâs co-opting one to serve Indian interests, reducing Sheinâs reliance on Chinaâs supply chain (a move Shein itself wants amid U.S. scrutiny). This could signal a pragmatic shift in Indiaâs approach: less outright rejection, more strategic engagement.
Testing Regulatory Waters: The governmentâs approval of this deal, after rigorous checks by ministries like IT and Home Affairs, suggests a willingness to relax the hardline anti-China stance when economic benefits are clear. Reliance, with its clout, might be pioneering a model for other foreign firms to re-enter India via local partnershipsâpaying a âgate feeâ to smooth regulatory hurdles, as some have speculated.
Brand Portfolio Power Play: Reliance already manages a diverse fashion portfolio, from luxury labels like Giorgio Armani to affordable brands on Ajio. Adding Shein as a standalone fast-fashion powerhouse (rather than folding it into Ajio) diversifies its offerings and targets a distinct demographic, potentially pressuring rivals like Tataâs Zudio and Myntra to rethink their strategies.
TL;DR
Critics might argue Reliance is undermining the 2020 banâs nationalistic spirit, especially given the BJP-led governmentâs tough rhetoric on China. Posts on X have accused the move of favoring âcorporate friendsâ over sovereignty. Yet, the governmentâs green lightâcoupled with Commerce Minister Piyush Goyalâs endorsement of the dealâs job-creation and data-security benefitsâsuggests this isnât a betrayal of nationalism but a reframing of it. Reliance is betting that economic nationalism (jobs, manufacturing, exports) trumps symbolic nationalism (banning Chinese brands outright) in the public eye.
The hidden strategy might also reflect Relianceâs long game: cementing itself as Indiaâs indispensable retail and tech titan, capable of navigating geopolitical complexities others canât. By localizing Sheinâs operations and aligning with policy priorities, Reliance mitigates the âChineseâ stigma while reaping the rewards of a global brand. Itâs a calculated riskâconsumer backlash over Sheinâs origins could still emergeâbut one backed by a government that sees the economic upside.
In short, Reliance didnât break nationalistic sentiment; it bent it to fit a profitable, India-first narrative. The strategy? Use Sheinâs allure to fuel Relianceâs growth, strengthen Indiaâs manufacturing base, and outmaneuver e-commerce rivalsâall while keeping the government onside. Whether this gamble pays off depends on how Indian shoppers and regulators respond in the long run.
The (K)inK.
âInternet piK of the weekâ
A beautiful splash. This moment captures Sunita Williams and Butch Wilmore, along with their Crew-9 teammates Nick Hague and Aleksandr Gorbunov successfully returned to Earth.
The Schwezuan-Sattuh Cult
Letâs get one thing straight: Reliance bringing Shein back to India isnât some sellout to Chinese overlordsâitâs a masterstroke, a middle finger to the sanctimonious Schwezuan-Sattuh Cult screeching about nationalism from their ivory towers. You know the typeâself-righteous X warriors and armchair patriots who think banning a fashion app in 2020 won Red Fort back from invaders. Spoiler: it didnât.
What it did was leave a gaping hole in Indiaâs fast-fashion market, ripe for Reliance to exploit in 2025 with a deal so slick itâs practically dripping in ghee. And good for them. Good for us.
The Cultâletâs call them what they are: a mob of saffron-tinted keyboard crusadersâlost their minds when Shein, the Chinese fast-fashion devil, slinked back into India under Relianceâs wing. âBetrayal!â they howled, clutching their tricolors like itâs 1947. Meanwhile, Mukesh Ambaniâs playing 4D chess, turning a âforeign threatâ into an Indian cash cow. Sheinâs not here to colonize your wardrobe with Beijingâs finest; itâs being forced to stitch every thread in India, hire Indian workers, and keep every byte of your data on Indian soil. Thatâs not a selloutâthatâs a heist. Reliance snatched Sheinâs brand, its tech, its global hype, and made it a desi powerhouse. The Cultâs too busy chanting âBoycott Chinaâ to notice theyâre the ones getting played.
Hereâs the brutal truth: nationalism isnât waving a flagâitâs jobs, money, and power. Reliance gets that.
Indiaâs fast-fashion market is a $50 billion goldmine by 2031, and while the Schwezuan-Sattuh brigade was busy burning effigies, Urbanic and Zudio were eating Sheinâs lunch. Reliance said, âNah, thatâs ours.â Now, 25,000 Indian MSMEs are gearing up to churn out Sheinâs trendy tees, not for some Shanghai warehouse, but for export to the world.
This isnât just about dressing Gen Z cheapâitâs about making India a textile titan. The government, with its âMake in Indiaâ obsession, signed off faster than you can say âdata sovereignty.â Piyush Goyalâs practically salivating over the jobs. The Cult? Still crying about 2020âs border skirmishes like itâs their personal Kargil.
And letâs talk strategy, because this is where Reliance flexes. Theyâre not just slapping Sheinâs logo on Ajioâtheyâre keeping it standalone, a lean, mean, rival-crushing machine. Flipkartâs Myntra, Amazon, Meeshoâtheyâre sweating. Sheinâs dirt-cheap prices and TikTok-fueled hype are a bazooka in Relianceâs retail arsenal, and they didnât even give Shein equity. Just a licensing fee. Thatâs like renting a Ferrari for the price of a rickshaw. The Schwezuan-Sattuh Cult sees a Chinese ghost; Reliance sees a profit rocket.
Sure, the optics stingâSheinâs Chinese roots clash with the Cultâs anti-China gospel. But wake up: Indiaâs not banning Huawei or Xiaomi phones youâre tweeting from. This is pragmatism, not betrayal. Reliance is betting youâll buy the Rs. 500 skirt before you burn it, and theyâre right.
The Cult can scream all they wantâIndiaâs winning, Reliance is thriving, and Sheinâs just a pawn.
