Business Case Studies & Business Publications

Zerodha - A Success Story(B)

Garg, Archit, Gupt...

Case

Zerodha - A Success Story(B)

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

IIMA-PROD0319(B) | | 4 pages Case

Collection: Indian Institute of Management, Ahmedabad

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Learning Objectives

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.

Sustainability for business models based on cost advantage