Fortune India
Zerodha, launched in the year 2010, disrupted India’s traditional brokerage landscape. At a time when firms were charging hefty commissions, Zerodha’s flat-fee model felt revolutionary to everyone.
By introducing a fixed, transparent fee per trade, the Kamaths simplified what was once an intimidating cost structure. This bold move attracted first-time traders in droves.
Zerodha’s digital-first approach helped eliminate the inefficiencies of legacy systems. Its robust online trading platform streamlined operations and passed the cost savings on to users.
With lower fees and easier access, investing was no longer just for the elite. Young professionals and small-town investors now had a seat at the table.
As Zerodha’s model gained traction, competitors had no choice but to lower their fees. The entire industry saw a reset - an impact now known as the “Zerodha Effect.”
Nithin Kamath and Nikhil Kamath’s success sparked a wave of new-age discount brokers in India. The traditional full-service brokerage model started fading as investor behavior evolved.
Zerodha didn’t just stop at affordable pricing. It built a user-centric ecosystem with intuitive tools and educational content to empower traders.
As barriers dropped, trading activity surged. India saw a dramatic rise in retail participation, especially through mobile and app-based investing platforms.
Gone were the days of blindly paying high commissions. Indian investors became more informed, cost-conscious, and focused on value over brand legacy.