Talking about the early challenges faced while building the e-commerce firm, Jabong Co-founder Manu Jain said that people's perception towards fashion e-commerce was one of the challenging aspects. "We worked hard to change consumers' mindset towards buying fashion products online," he said. Jain founded Jabong in 2011, along with Arun Chandramohan, Lakshmi Potluri, and Praveen Sinha.