Archive · 25 Jul 2025
Zerodha's Nithin Kamath Questions Marketing Tactics
Zerodha, a popular stock trading platform, is facing a challenge.
While people with more money are using their platform, fewer new customers are joining.
The company's CEO, Nithin Kamath, is wondering if their old ways of getting customers still work.
Zerodha doesn't offer discounts or special deals like its competitors.
Instead, they are creating content to attract customers, but it's hard to see if it is working.
To help people, they started a service to convert old paper share certificates into digital ones.
The company is trying to figure out how to stay relevant in a changing market where new investors might choose different platforms.
Zerodha's AUM is growing, but demat account market share is shrinking.
CEO Nithin Kamath questions the effectiveness of traditional marketing.
Zerodha avoids advertising and account-opening incentives.
The company is focusing on content creation, though impact is hard to measure.
Zerodha launched an initiative to digitize old share certificates, even for non-clients.
- Who
- Nithin Kamath, CEO of Zerodha, and Zerodha users.
- What
- Zerodha is seeing a shift in its user base, with fewer new demat accounts.
- When
- Nithin Kamath posted about the issue on July 24, 2025.
- Where
- India, primarily affecting tier 2 and 3 cities.
- Why
- Kamath questions whether traditional marketing strategies are still effective in attracting new users in a changing market.
Traditional Marketing
New Marketing Strategies
Effectiveness of Marketing
Traditional Marketing
Traditional marketing may still work, but impact measurement is hard.
New Marketing Strategies
Changing times demand new marketing strategies.
- Company
- Zerodha
- CEO
- Nithin Kamath
- Issue
- Shrinking demat account market share
- Strategy
- Content creation
- Initiative
- Digitization of share certificates