Zerodha - A Success Story(B)
Publication date: 19 December 2018
Abstract
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.
Citation
Garg, A., Gupta, A., Maheshwari, G., Sinha, A. and Sugathan, A. (2018), "Zerodha - A Success Story(B)", . https://doi.org/10.1108/CASE.IIMA.2020.000152
Publisher
:Indian Institute of Management Ahmedabad
Copyright © 2018 by the Indian Institute of Management, Ahmedabad