Zerodha- Business Plan

Parth Malpani
4 min readFeb 5, 2023


Zerodha is an Indian brokerage firm that was founded in 2010. It is known for providing affordable, accessible, and innovative trading solutions to retail investors. The company has disrupted the Indian brokerage industry with its low-cost model and cutting-edge technology. In this essay, we will analyze Zerodha’s business strategy, including its market positioning, target customer segment, marketing and distribution channels, competitive advantages, and revenue model.

Market positioning

Zerodha is positioned as a low-cost, technology-driven broker for retail investors. It aims to provide a seamless trading experience to customers, with a focus on reducing the cost and complexity of investment. Zerodha offers a range of products and services, including equities, derivatives, currencies, commodities, and mutual funds. It also provides a trading platform with real-time market data, tools for analysis and risk management, and a mobile application for on-the-go trading.

Target customer segment

Zerodha’s target customer segment is retail investors who are looking for an affordable, easy-to-use, and technologically advanced platform to invest in financial markets. The company’s focus on reducing costs, providing educational resources and tools, and making the trading process accessible to all makes it an attractive option for customers who are new to investing or who have limited financial resources. Zerodha also targets young and tech-savvy investors who are looking for a platform that is quick, responsive, and intuitive.

Marketing and distribution channels

Zerodha has a multi-channel marketing and distribution strategy that includes digital, offline, and referral marketing. The company leverages digital marketing channels, such as social media and email, to reach out to potential customers. It also uses referral marketing, where customers can refer their friends and family to Zerodha, and earn rewards for each referral. Additionally, Zerodha has a strong offline presence, with offices and training centers in multiple cities across India. The company has also established partnerships with other financial services providers to expand its reach and provide customers with a comprehensive suite of products and services.

Competitive advantages

Zerodha has several competitive advantages that have allowed it to disrupt the Indian brokerage industry and gain a significant market share. Firstly, Zerodha offers low-cost trading solutions, with no upfront or hidden fees. This has made it possible for retail investors to invest in financial markets without worrying about the cost. Secondly, Zerodha provides a range of cutting-edge tools and resources to help customers make informed investment decisions. These include real-time market data, analysis tools, and educational resources. Finally, Zerodha has a user-friendly trading platform and mobile application, making it easy for customers to trade from anywhere and at any time.

Revenue model

Zerodha operates on a low-cost model, with its revenue primarily generated from brokerage fees. The company charges a small fee for each trade, which is lower than the fees charged by traditional brokers. Zerodha also generates revenue from other services, such as value-added services, subscriptions, and advertising. Additionally, the company is expanding into new markets and product categories, such as mutual funds and insurance, which are expected to contribute to its revenue growth in the future.


In conclusion, Zerodha’s business strategy has been key to its success in the Indian brokerage industry. The company’s focus on low-cost, technology-driven solutions and customer-focused approach has allowed it to gain a significant market share and disrupt the industry. Its multi-channel marketing and distribution strategy, competitive advantages, and revenue model have all helped it to achieve its goals and establish itself as one of the best-bootstrapped businesses.

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Parth Malpani

Parth is a High School Senior who trying to find some odds and make something really big and is an Aspiring Entrepreneur, Tech, and Automobile Geek