Reliance Brands brings Kim Kardashian’s SKIMS to India

Reliance Brands Ltd has signed an exclusive partnership to bring SKIMS, the shapewear and innerwear label co-founded by Kim Kardashian, to India. RBL will sell the brand through offline retail and digital channels, starting with stores in Delhi and Mumbai before widening to more cities and channels.

SKIMS was founded in 2019 by Kardashian and Jens Grede, selling women’s underwear, shapewear and loungewear. It has since added SKIMS Mens and moved into sportswear through a partnership with Nike. Its last raise was $225 million in November 2025, led by Goldman Sachs, at a valuation of about $5 billion. Inc42 does not report the size of RBL’s India commitment, a store count or a launch date.

Isha Ambani, a director at Reliance Retail, said 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.” Inc42 separately cites the Indian shapewear market at $101.5 million in 2025, projected to reach $202.6 million by 2033, and names homegrown D2C label Underneat as a competitor.

That market figure deserves attention. A category worth about $101.5 million today, doubling over eight years, is not by itself a reason for a $5 billion brand to enter a market. The volume has to come from loungewear and everyday innerwear, where the base is far larger and where RBL already holds shelf space. Indian innerwear brands should expect pressure on positioning well before they see it on share.

The structural read is in the deal shape. This is a distribution partnership, so the Indian side carries inventory, retail and marketing risk while the brand keeps its IP and its pricing. RBL has run the same play with Valentino, Balenciaga, Burberry, Tiffany and Co, Armani, Fenty Beauty and Fenty Skin. Read that list as a map of which premium shelves are already spoken for, then price and place your own entry around it rather than into it.