E-commerce startups in India have been on an upsurge for a little more than a decade offering abundant product choices to customers. But the startups need right workforce to take forward the vision of an entrepreneur. Startups also face high attrition. Acquisition for e-commerce startups is a challenge, as startups usually face competition from established business houses which often are an attraction to the applicants. This study explores the culture in such startups and the key challenges faced by them in acquiring the desired talent. This study has been done with the support of the existing literature and personal interviews with human resource personnel, hiring managers and founders of the organizations selected. A few consultants were also contacted. The findings reveal that though startups attempt to provide a culture of freedom and independence, it is coupled with high work pressure and sense of ownership with almost no gestation period. The fast and rapidly changing nature of the startups during the early growing years throws a challenge while recruiting the desired talent.