Business Case Studies & Business Publications

Zerodha - A Success Story(A)

Garg, Archit, Gupt...

Case

Zerodha - A Success Story(A)

Garg, Archit; Gupta, Aashish; Maheshwari, Garima; Sinha, Ankur; Sugathan, Anish

IIMA-PROD0319(A) | Published June 13, 2018 | 11 pages Case

Collection: Indian Institute of Management, Ahmedabad

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Learning Objectives

Technology has come a long way in the financial industry since the days of hard share certificates. The industry has been evolving at a very fast pace and today almost everything is online. Back in 2010, Nithin Kamath decided to set up an online brokerage platform that was capable of meeting the needs of the retail customers in the most efficient way. Efficiency for him meant both execution efficiency and cost efficiency. He was able to introduce zero commission trading to consumers and yet generate revenues through a business model never considered by the leading brokers during that time. The firm has ever since been growing based on the principle of Technology first by bringing valuable services to the customers. Interestingly, the firm has spent little on marketing and the growth has been riding on the back of customer satisfaction.

Working of the stock brokerage industry, their products and services. Understanding customers expectations and perception. Business model sustainability