Journal Press India^®

Author Details ( * ) denotes Corresponding author

Purpose: This case study examines Zerodha’s transition from a disruptive FinTech startup to a market leader in India’s digital brokerage industry. It explores how entrepreneurial vision, technology-driven innovation, trans-parent pricing, and customer-centric strategies enabled Zerodha to challenge traditional brokerage models.

Design/Methodology/Approach: The study adopts a strategic manage-ment and entrepreneurial innovation perspective based on secondary data sources, including company reports, industry publications, regulatory infor-mation, and media reports. Strategic frameworks such as SWOT analysis, Porter’s Generic Strategies, and disruptive innovation theory are applied to evaluate Zerodha’s competitive positioning and long-term sustainability.

Findings: The study reveals that Zerodha transformed the traditional brokerage landscape through a low-cost, technology-enabled, and customer-focused business model. Its emphasis on bootstrapped growth, digital plat-forms, transparency, and investor education strengthened its competitive position.

Research Limitations: The study is based on secondary information and focuses specifically on Zerodha’s entrepreneurial and strategic journey.

Managerial Implications: The case highlights that sustainable disruption requires customer-focused strategies, operational efficiency, continuous innoation, and strategic renewal.

Originality/ Value: The study contributes to the understanding of post-disruption sustainability by examining Zerodha’s evolution from an industry challenger to a market leader. Unlike traditional entrepreneurial success narratives, the case emphasizes challenges faced by digital disruptors after achieving scale, including competitive imitation, strategic renewal, and long- term sustainability in emerging FinTech markets.

Keywords

FinTech, Zerodha, Entrepreneurship, Digital Transformation, Disruptive Innovation, Discount Brokerage, Strategic Innovation, and Competitive Advantage.

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