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Zerodha - A Success Story(B)
Garg, Archit; Gupta, Aashish; Maheshwari, Garima; Sinha, Ankur; Sugathan, Anish Case IIMA-PROD0319(B) / Published December 19, 2018 / 4 pages. Collection: Indian Institute of Management, Ahmedabad
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Product Overview

The transparency and consistency of Zerodha provided them mileage and the business model certainly disrupted the Indian brokerage industry. The zero-commission model was successful in attracting consumers and provided tough competition to other brokers. However, competitive advantage coming solely from low pricing may not always be sustainable in the long run. This case explores the sustainability of the business model and looks at alternatives that are important for a long term scale-up of Zerodha.



Learning Objectives

Sustainability for business models based on cost advantage


  • Videos List

  • Overview

    The transparency and consistency of Zerodha provided them mileage and the business model certainly disrupted the Indian brokerage industry. The zero-commission model was successful in attracting consumers and provided tough competition to other brokers. However, competitive advantage coming solely from low pricing may not always be sustainable in the long run. This case explores the sustainability of the business model and looks at alternatives that are important for a long term scale-up of Zerodha.

  • Learning Objectives

    Learning Objectives

    Sustainability for business models based on cost advantage