Business Model Of Zerodha | Depth Case Study | Rahul Malodia
Summary
TLDRThe video script narrates the success story of Zerodha, India's most profitable startup in the stock market domain. Founded by two brothers from humble beginnings, Zerodha achieved profitability without external funding, focusing on customer-centric innovation and transparency. The company's unique approach, including a fixed commission model and a user-friendly trading platform, attracted a large customer base. The script highlights key learnings for entrepreneurs, emphasizing the importance of solving customer problems, maintaining transparency, and leveraging technology for innovation.
Takeaways
- 🚀 **Zerodha's Success**: The script tells the story of Zerodha, India's most profitable startup, which achieved success without taking funds from investors and spending heavily on marketing.
- 💡 **Entrepreneurial Spirit**: The founder's journey from being a teacher's son to becoming a stock market trader, and eventually building a successful company, illustrates the power of self-reliance and entrepreneurship.
- 📈 **Market Share**: Zerodha has a significant market share of 19.8% in the stock market, indicating that one in every five investors uses their platform.
- 🤝 **Friendship and Business**: The business was started with friends and has grown to a staff of 1100, showing that strong relationships can be the foundation of a successful enterprise.
- 💼 **Bootstrapping**: Zerodha's success was partly due to not taking external funding, which allowed them to maintain independence and make decisions based on their vision.
- 📊 **Risk Management**: The importance of understanding and calculating risks before starting a new venture is highlighted, as it helps in making informed decisions and avoiding potential pitfalls.
- 💡 **Innovation**: Zerodha's innovative approach to the brokerage business, such as fixed percentage-based charges and a fully online platform, disrupted the traditional market and attracted customers.
- 🌐 **Technology and Transparency**: Leveraging technology for a user-friendly platform and providing transparency in charges helped Zerodha stand out and build trust with its customers.
- 📝 **Education and Awareness**: Zerodha's commitment to educating its customers through blogs and platforms like Varsity shows the value of knowledge sharing in building a loyal customer base.
- 🔄 **Adaptability and Evolution**: The company's continuous innovation and adaptation to technological advancements, such as the introduction of AI in their platform, demonstrate the importance of staying ahead in a competitive market.
- 🤝 **Customer-Centric Approach**: Zerodha's focus on customer convenience and solving their problems has been a key driver of its success, emphasizing the need for businesses to prioritize customer satisfaction.
Q & A
What is the unique business strategy of Zerodha that sets it apart from other startups?
-Zerodha's unique business strategy includes not taking funds from investors, focusing on profitability from the start, and maintaining a lean operation with a small staff size. They also emphasize transparency, charging a fixed fee per transaction rather than a percentage-based commission, which attracts serious investors and traders.
How did Zerodha's founders, the Kamath brothers, initially get involved in the stock market?
-Nitin Kamath, one of the founders, started trading in stocks at the age of 17 after being influenced by his Marwari friends who were interested in the stock market business. He opened an account in his mother's name and began trading, learning from his experiences and mistakes.
What was the initial challenge Zerodha faced when they tried to raise funds for their startup?
-When Zerodha sought funding during the 2008 financial crisis, they were unable to secure any investments due to the reluctance of investors to put money into the stock market during that time.
How did Zerodha's founders approach the development of their trading platform?
-The founders of Zerodha developed their trading platform with a focus on user-friendliness, transparency, and innovation. They introduced a fixed fee structure, a zero to zero calculator for transparent charges, and later, a highly intuitive platform called Kite, which was developed with the help of Kailash Nath ji, an expert in Artificial Intelligence and coding.
What is the significance of the name 'Zerodha' for the company?
-The name 'Zerodha' signifies 'zero obstruction' in the local language, reflecting the company's commitment to providing a hassle-free and unrestricted trading experience for its customers.
How did Zerodha manage to grow its customer base without spending on marketing?
-Zerodha grew its customer base through word-of-mouth, leveraging online platforms and communities where Nitin Kamath was already active. They provided excellent customer service and support, which led to organic growth and customer referrals.
What was the impact of the 2016 demonetization in India on Zerodha's business?
-The 2016 demonetization in India pushed for more digital transactions and less use of cash, which benefited Zerodha as it streamlined the account opening process and made it easier for customers to start trading online.
How does Zerodha ensure transparency in its operations and charges?
-Zerodha ensures transparency by providing a zero to zero calculator that allows customers to know the exact charges they will incur for their trades. They also have a fixed fee structure, which eliminates any hidden charges or surprises.
What is the role of Rainmatter in Zerodha's ecosystem?
-Rainmatter is a platform by Zerodha that focuses on providing financial technology solutions and supporting fintech startups. It offers financial data, backtesting facilities, and mentorship to help develop innovative solutions that benefit the investing community.
How does Zerodha's approach to customer service and support contribute to its success?
-Zerodha's success is attributed to its focus on customer service and support, where they prioritize solving customer problems and ensuring their convenience. By converting their sales team to a support team and providing a user-friendly platform, they have fostered customer loyalty and consistent growth.
What lessons can other businesses learn from Zerodha's journey and strategies?
-Other businesses can learn the importance of self-sufficiency, focusing on profitability from the start, maintaining transparency, innovating to provide better user experiences, and prioritizing customer service. Zerodha's story emphasizes the value of understanding market needs, solving problems, and building trust with customers.
Outlines
🚀 Zerodha's Unique Success Story
This paragraph introduces Zerodha, India's most profitable startup, which achieved a profit of ₹2000 crores without external funding or heavy marketing. It highlights the journey of the founder, a son of a teacher and bank manager, who started the company with friends and a small team. Zerodha's market share is 19.8%, indicating its significant presence in the stock market. The video promises to reveal insights into the company's success and provide valuable lessons for entrepreneurs and business enthusiasts.
💡 Embracing the Stock Market and the Birth of Zerodha
The second paragraph delves into the founder's early interest in the stock market, influenced by his Marwari friends and the decision to start trading at the age of 17. It discusses the initial challenges faced, including the traditional broker system and the risks involved in trading. The founder's learning curve and the support from his parents are highlighted, along with the realization of the need for a better trading platform, leading to the establishment of Zerodha in 2010 with a focus on minimal obstruction and transparency.
🌐 Zerodha's Innovations and Market Disruption
This paragraph discusses the innovative strategies employed by Zerodha that set it apart from competitors. It includes a fixed commission model, a 100% online platform, and a transparent fee structure. The company's approach to marketing, focusing on customer acquisition through word-of-mouth and minimal expenditure, is contrasted with the high marketing budgets of other startups. The paragraph also emphasizes the importance of understanding the market and offering unique solutions to succeed.
📈 Zerodha's Growth and Customer-Centric Philosophy
The fourth paragraph outlines Zerodha's growth strategies, including charging a nominal fee for account opening and maintenance, and focusing on customer retention rather than aggressive marketing. It describes the company's transition from a sales to a support model, which led to significant customer acquisition. The importance of continuous innovation is underscored, with the launch of platforms like Coin and Rain Peas to support the financial technology ecosystem. The paragraph concludes with the philosophy of prioritizing customer convenience and solving their problems to ensure long-term success.
Mindmap
Keywords
💡Startup
💡Profit
💡Marketing
💡Investor
💡Zerodha
💡Stock Market
💡Transparency
💡Innovation
💡Customer-centric
💡Financial Technology (Fintech)
💡Demonetization
Highlights
Zerodha, India's most profitable startup, achieved success without external funding and excessive marketing.
The founder's background as the son of a teacher and bank manager influenced the company's bootstrapping approach.
Zerodha started with a small team and grew to a 1100-staff company, creating a significant market presence.
The company's market share is 19.8%, indicating that nearly one in five investors use Zerodha's platform.
Zerodha's low-cost, high-transparency business model disrupted the traditional brokerage industry.
The company's innovative flat fee structure attracted customers who were tired of percentage-based commissions.
Zerodha's focus on customer education and support, rather than aggressive marketing, built a loyal user base.
The company's strategy of not taking external funding allowed for independence and flexibility in decision-making.
Zerodha's commitment to innovation led to the development of user-friendly trading platforms like Kite.
The company's approach to solving customer problems and avoiding future issues built trust and repeat business.
Zerodha's blog and educational resources, like Varsity, provided valuable knowledge to their customers.
The company's minimalistic and user-friendly platform design set them apart from competitors.
Zerodha's support team played a crucial role in customer acquisition by providing exceptional service.
The company capitalized on the digital push from government initiatives like demonetization to streamline their services.
Zerodha's Rainmatter platform supports fintech startups, fostering innovation in the financial sector.
The company's philosophy of prioritizing customer convenience and education over short-term profits led to long-term success.
Zerodha's story serves as an inspiration for businesses across various industries, emphasizing the importance of customer-centric strategies.
Transcripts
Where nowadays startups in the market take funds from big investors,
spend crores of rupees in marketing, even after that there is no place for profit, all the companies are sitting in loss
. Don't spend in marketing,
don't take even ₹ 1 from investor, just make a profit of ₹ 2000 crores on your own. Yes, there is such a company and it is
India's most profitable startup. Despite this, how the son of a teacher and bank manager became number one, how the company which
was started with only friends, is doing less with a staff of 1100 men, how two
brothers made an empire of 28000 crores from zero milk
in just 12 years Zerodha's market share is 19.8%,
if I give it 20% it means every fifth person who invests in stock market
invests through Zerodha, in today's video we will discuss how Zerodha
became In Puri's study, I will tell you with such learning that will open the lid of your mind and
tell you what to do, what not to do and because of zero today it has created such a huge empire,
so if you want to do business If someone is doing business in your family, this
is your general interest towards business, then definitely watch its study till the end, this learning will
help you in your personal life as well, then the video starts with Janata Janardan Ki Jai
. Music]
The story begins, his father used to work in Canada Bank, his mother was a teacher of Veena,
whatever everyone in his family had done and he also had the same thought that brother, see, you will write, as if you will get a degree,
you will do it in this matter. A tweet came, the friends who became Marwari friends during their youth have now become Marwari friends,
brother, all my friends were Marwari. Stock market business used to
do the same thing, so at the age of 17, I started trading in stocks. Brother, if you become friends with such Marwaris,
then
business will automatically become interested.
How to do age trading then opened an account in the name of mother and started trading and
you must know the earlier system you had to go to the broker and sit watching the screen order it
yes take this yes send this put this If you put it, it was getting less, then when you put as much money as you did, you
made a mistake, everything became zero, then you would have taken it there, but how did you use it, it also became zero, that
brother never goes to such a college, never. They used to go in their fun but slowly and gradually they
were learning about the stock market, the relatives were against what is happening, but the parents
supported them, saying, Son, do whatever you want, now 2001 He has a crush on
the amount of savings that the saree will last, he felt that brother, when he had to do business when he used to
trade in the center yesterday and fashion used to trade in the morning, in the evening, when he used to do trading again the next day in the morning, and
as much as he earned on one occasion. Gone but the money was going every time, every time we were taking it, we knew that
this time it was lost because of giving skill, let's fix it, next time it was lost because of another mistake
. Mother took that training cost but after that he came
to know the way in stock market what to do like this and not to do like this and from 2003 or 4 onwards Nitin ka
marzi says I brother him in stock market from day one Till date class has not come then learning
number one follow your fashion if there is a voice coming from your heart that friend this is something I have to do brother this is
my fashion then brother follow him who is not like this That the journey will be good, there will
be setbacks, there will be problems, anything in life that is small, meaningful and something big will be setbacks
in the beginning, but if you are doing it with someone's push, then you will break in the setback and he will do it according to his wish.
If you are doing it on your own wish, then you will fall with your husband, you will leave the party and go back to study, this knowledge is less.
He never thought in his life that I will do business and get money from others. He said
brother, I have to reduce my own trading. We were passing by, brother went to a gym,
some brother came to the gym, I had a conversation with him, while talking, he went for a drink and while
having a drink, he showed his account that look, this is how I am. So I do trading, look, this is how I
earned.
Hold my money from now on you will take care of it and the person who thought it was just his id and password, he used to
go to the account in his name, used to do trades, good and slow, doing one to two, total 10 customers,
now they have 10 Open their account with customers everyday, apply to them everyday, then sell, keep accounts,
he said friend, how will it be like this, and let's do 10 as it is, I will go ahead and become 20, become 50, then what will
happen, then someone said, brother, become a sub-broker. There you can maintain the client's account at once,
then in 2006, Reliance came in and took its own brokerage and went to reduce the
trades, it was good, it was its own money, others were playing in it too. They were playing with the money,
the money was back in that too, they were investing it again, by doing this they started
earning very good money slowly and in the market crash of 2008, they made tremendous amount
of money during the scratch from list. Earned money now used but he ever trading when it's very hectic he
has to do morning till evening it's like T20 match man can't play forever he has to take retirement so
after 2008 he said active limit trading then band yourself but yes what do i do
everyone doing this i deal with the broker my experience is not very good no relief and
i have seen many different broker clouds many people are having experience i think
the broker To help that some product should be made, this
thought came in his mind and he has calculated this risk a lot. He is a trade man
. If it goes,
it will be
fun. Start a new
business or startup or start something, start it in the area where you have tax compliance, where you have done
less, where you know worldliness, where you know what is the problem, what is the solution,
how will it be, who is the person, what is the problem. How much money can be given, when you understand the market then
don't fly like this and there is another learning in this that whatever risk you take, calculate it, it will be fine,
but if you haven't done it, can't you do it? Either it will happen, otherwise it will be ruined, nothing will
happen by doing this, so he thought that he will start his own business,
then brother, he also starts a similar startup, he also went to ask for funding, but
in 2008 Crisis of where big people are running away from the stock market, big bloggers
are banding, they are asking how to give a chance to a new person on time, no one funded them,
and when the fund was not given So it has become a compulsion that friend will have to start less than the money he has,
what to do, it is compulsion and this compulsion has proved to be a boon for him in the long run and even today he says that
if he had time to take funds from a person If we had taken it, then it follows us, do like this, do like that, and our
independence has gone, now at least we have not got funds, our money is our wish, we are in no hurry
and keep doing it in our name, maybe that's why it is number one, so in 2010 he founded the company Protest has been made against the beginning
Zero road everyday means any kind of restriction or obstruction they said no obstruction
zero obstruction so they started a company with the name of zero da good company they started
innovation of three innovations what does it mean that if something is out of time then you Used to reduce offline, everyone's platform online
will reduce 100% online
.
Commission and someone is buying for 10000 then pay the same commission to him as the amount increases,
when you make profit or loss on the trade, bro it will always work because his percentage
is fixed, he said, friend, in this thing. I don't like it, I will fix the percentage,
I don't fix the amount, I will take the transition money from you, read the transition, I am taking the transaction at ₹ 20,
brother, the matter is like this, whether you apply for 1000 or one crore, it does not matter to me. I would have just taken
20 rupees when they told you this thing, there are many people who used to do crores of transactions and
their lakhs of rupees used to go in this thing
. Brother, this thing will be taxed as much as the tax on that thing, if this
If it happens, it will happen, if it happens, it will happen, in this day it will happen, there were so many rules and regulations, like there is
no loss of postage in cricket, it is not known whether it will be taken out, similarly there was a broking system
. No, you don't know how much commission will be charged on what, otherwise don't worry about paying zero. We
provide transparency. We have a zero to zero calculator
. If you put it, he will tell you how much will be charged so that
you will be mentally prepared that you will not have any hidden charges, so when they
started these three unique things in the market, then traction was created and people got attracted towards them and with this attraction paper comes for
learning. Number three, whenever you start a business, start a startup, don't think that yes,
uncle of the world is doing it, I am also doing it, you are doing it, I am also doing it, study the market,
what are the shortcomings in the current market. Either improve it or what is happening, either improve it or
do something different from it, then your business will be successful and the 10 people you are doing, I also go to the same shop, if potatoes remain
in the middle, I also sit down with potatoes. Then brother, everyone has competition, then average will be everything, which is
less only when you enter the market with a USP, after three learnings, now
streets number one has come, now call it streets or call it compulsion, but because of this, today There is zero da zero in the rate,
so when they went to ask for funding, how did they not get the funding, they have to reduce due to non-payment, then
when a person reduces with the money, then the person automatically becomes intelligent, then what is done on marketing. The rest we
had spent the egg, they didn't, they said, brother, it is like this, we
will spend crores of rupees on marketing and if the customers don't come, then we left and if you come only once and don't come again and again, then who is the brother
? If he will save, he said simply that look brother, don't expect much from us, we
will take ₹ 200 for opening an account and brother, whatever you do with us in a year,
we will take ₹ 300 for the maintenance fee of that year, brother. We will take the expenses, so whenever they acquired their customers,
they earned money from them, did not spend the rest, in today's date, the rest of the broking from online, which is doing less,
it is a startup, they have raised big money, they have a big marketing budget. So
who is this open that brother is distributing referral bonus, someone is
giving cashback
Will take them, they are spending money to acquire customers, they
are earning money by retiring zero customers, this is such a big difference, because of which they are definitely in profit and other companies are struggling,
now there were streets, it is compulsion to see the face of profit. But its result was very good,
because it is not less, it is giving free referrals, giving bonus, giving discount, customers are also
coming to it. They will not do anything
and those who are paying money to Zerodha, all the serious people, big businessmen, big businessmen,
who have huge turnover, are doing with them, then you will say sir, if they did not
spend marketing money, then how can they reduce When he used to trade himself, he was part of many different groups, like today there
was no WhatsApp group in WhatsApp group, earlier there was Yahoo Messenger group, then
he was part of many groups, he had more than 5000 mobiles. If there was data of the number, then they started sending something on that number
and yesterday they have reduced 350 years in the center
. Used
to do and convinced the customer one by one and did
not spend ₹ 1 on marketing on his platform and while doing this he developed 1000 clients in a year, although 1000 clients
is not a big deal But think of that time, there used to be a document of 25 pages to open an account,
in which 40 people were required to sign, apart from this, Pan card, Aadhaar card, this saree copy
had to be given here to the broker, then the account had to be opened, despite such a difficult process. While doing it slowly,
they touched the figure of 1000 in the first year, now the number of streets has come, they said, look, our
streets, we charge less money, then the person in front also taxed this second state, we
are transparent, let's go in front It will also happen, it is yes, but it is not so strong that it should not be copied.
Even after copying, we have to do something that not everyone is
copying .
It is not there, secondly, NSC has also started, BSC has also not started
and BSC has launched D4XF and that lot, then they said, brother, they
will have to reduce on the new platform, who contacted the company, which made the new Was and which was doing well in the stock market,
made a basic software from a company called Zero Tha Trade, it
could be downloaded, on this you could earn, and also launched an app with Zerodha Mobile, which continued
You could have done less in that, it was innovation in comparison to everyone else, it was the best, but still the number
one thing was left to be done and they got that thing when in 2013 they came in contact with Kailash Nath ji, who was
in Artificial Intelligence and He had a very strong hand in coding and initially
got it in connection with some investment and not through investment but he talked to Kailash ji, Kailash said that
both of our milk was definitely there, I technically make it a superior thing and Kailash Nath ji when Inter Happened
in the company and since then CITU had opened the fortune of Zerodha in real and in 2015 with their efforts a
whole team of 30 people was engaged and both the team of 30 for 2 years which you and everyone know by the name of
Kite And this guide platform was very different, very user friendly, very easy as compared to others, and
it went straight to success overnight.
You Ad Tech Industries is no longer Finance Industry, now it
is Finact Industry, so you are doing any kind of business, you are also selling goods at tea shops,
you will have to take the help of tags, then after five years in the market, after 10 years, you will be compulsorily less. I am better than this,
you decide your own level and the sooner you get into the stack, the more advantage
you will be able to get in the market, now it has come to zero, brother of number three, how did he do this, he said, always communicate with the customer
. Stay in touch, always keep the customer aware, because many
people in the stock market do not have a mother, which means that many people in the stock market have been jailed, so they
do not go to the stock market anyway, and when they go, something happens and then they return. We go because there is no knowledge,
now there is no airline, we listen to what people say, so they said that first of all it is necessary to make people eat,
so they started writing a blog called S Connect, in which Nitin himself wanted to write what to
do . What should not be done, what is right and what is wrong, after doing varsity in 2014, he
launched one more thing, in which he does not give a lot of information related to mutual funds related to stock market,
so that the knowledge of man increases, if you download that thing and If you go to varsity,
you will get a lot of knowledge and awareness related to stock market for free, then one more thing,
when you were making this type of platform, normally, look at the platform of Paytm, when you open Paytm,
there are so many options, become a blog. Do this too, do that too,
doesn't it seem
like a lot? Google is very clean, so people
enjoy using Google, then I want Google Solar System, not Yahoo, so the tight platform is very user-
friendly, which has kept the options that come again and again, which do not hide those that come less. Brother, if you do have a look
then it made the experience very easy. In the beginning, they had a sales team that
used to help in opening accounts that brother, do this, do that
. Night and night, he converted the sales team from sale to support, and his sale was
flooded after
that. Understood, will you explain on the phone, then tell him, if you
want to come to us and if you are facing any problem, then support me, just support me, then I went there at night, and the world of me
was flooded with many customers without a sales team. Inspite of this, another support was received in 2016, brother, when
demonetization happened, all the government pushed Aadhaar a little bit, pushed digital a little bit, so these 25 page
documents went to less demat, Aasan went online, then it went online. On board you customer
It became easy to do and their growth was very fast. Come brothers, who are Nikhil Lo and Nitin, these two brothers are
famous for one thing, they say what we see in Zerodha, whatever the customer's problem is a power, we
find the problem . Let's solve the problem and we don't do anything that will cause
the customer to face any problem in the future, so learning number five has come from this, you don't do anything, just
love your customer, take care of his convenience, when the customer Will go to love you back then
you need no marketing and your sales and your profit graph will always be up and
down never go
down Brother, let it go, brother, it is very important to innovate on regular basis,
earlier it was reducing in one crore, then in 2017 I launched a platform by coining which
deals in direct mutual funds and it was the first company which Started in direct mutual fund,
then for the help of the customer, he said that the whole ecosystem will have to be developed, but Nitin is wrong, he
tweeted that 99% of the people who do business with us, 99% of the people who are trading are not
making profit. Now people said, brother, when you have done less with you, why are you saying in the open that brother, there is
not much profit from trading, because you will trade now, you will suffer losses, then
you will say that the stock market is useless, my ultimate customer is gone. I want you all to
reduce and earn a lot of money, when you will earn big money, then you will be with me in regular basis and you
will do a journey of 10 years, 20 years, 30 years, otherwise this year we have made a lot of profit, but next year So people
are not there, brother, we want consistent profit, not one-time perfect, so we always keep the customer aware
and the thing that benefits the customer, he will do the thing that doesn't happen, otherwise he will
always focus on the customer. I kept an eye on the same thing, they did not launch a single thing, Rain Peas,
Rain Peas is a company in which they believe that whatever profit we are working, we will
fund fintax startups, what will happen in the world of finance of brother Whoever is
launching such a thing, whoever is coding or developing technology which will
benefit the investing community, we will support him, we will support him financially, we will support him with contacts,
we will also give mentorship and the rest. We will give all kinds of facilities as much as we can, our infact which
is such a long and wide data, we will also give you the database brother, backtest it and you will also get so many ready-made
customers, just reduce your tech and keep things Try to butter, so that people
's interest in place of investment, learning number has come in the last, once
you have won the trust of the customer, only talked about his benefits and got lost in solving his problem, then brother, have you
ever had any competition. There can't be so much competition, Paytm, so much money came in the lake market, nothing
happened, big joints like ICC are sitting, nothing happened because everyone's love is with whom,
in this video, we will see learning and doing strategy together, this is not a stock market. Be it trade,
be it manufacturer, be it shop, be it service, be it professional, if you follow these streets, success is
with you, the story is not going brother, it is a unique thing in itself, we are definitely learning many things
and like zero It has been six years of doing things, I will keep updating you gradually
and people who are interested in trading, how trading is done, then
I would like to share with you the lessons of Nitin Kamat's trading, if you have permission. If you want then
tell me in the comment box then next video will be made on it ok till then thank you Jai Hind
Browse More Related Video
Can Meesho's Business strategy beat Amazon and Flipkart? | Business Case Study
The Business Model Canvas - 9 Steps to Creating a Successful Business Model - Startup Tips
Avoiding Unethical Refund and Refund Policy
There Are Four Types Of Startups. 2 Minutes to See Why
The #GUESS Brand Story: Told By Paul & Maurice Marciano
DARI OB HINGGA PUNYA 1000 CABANG! INI KUNCI SUKSES OWNER ROCKET CHICKEN!!
5.0 / 5 (0 votes)