When we started the concept, there were two strong thoughts behind why we should do it. First, obviously, was that Jabong stands for fashion. We wanted to introduce fashion in a way that it reaches all parts of the country, and hence, online fashion was what we stood for. We wanted to further digitize and scale anything that was related to fashion, and then put it on a platform that is accessible to many. The second aspect is mainly inspired by the talent shows that happen in the music industry, where people knew that we have talent all across the country. But there are only a few pockets where you could showcase that talent, and then one has to go through a very tough and struggling path to achieve success.