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PRELIMS SUBMISSION RULES:

Submit an Abstract

The abstract will consist of your concept and structure for the problem
statement (word limit: 300-500 words). Participants will form teams among
themselves, and they will have to submit an abstract of their idea along with
the registration form by 17th April, 11:59 PM.
 Case Study Statement

About the firm

● Angel One (formerly Angel Broking) is a Fintech brand that offers a
one-stop solution for all financial needs of an individual. As a digital
broker, the company caters to more than 8.7 million clients spread across
98% of India’s pin codes i.e. 18,874 locations. The digital-first platform is
now set to offer a wider bouquet of products including mutual funds,
insurance and other financial products to this rapidly growing client base
● In 1996, the company began as a single-branch-led physical stockbroking
firm. By 2019, it grew to a multi-state presence with 180+ physical
branches. With the digital revolution, it ventured into solutions backed by
Artificial Intelligence and Machine Learning; and implemented a
completely digital model
● The platform now has digital products like ARQ Prime, Angel BEE, Smart
Money, Smart Store, and SmartAPI. ARQ Prime is a proprietary digital
advisory product that offers personalised investment advisory services
● Angel One currently offers its iTrade Prime Plan which includes ₹0
brokerage on equity delivery trade & ₹20 brokerage for intraday, F&O,
commodity and currencies trade. It also offers free margin trading facility
& free brokerage for the first 30 days on all segments

Problem Statement
● You are the CEO of a large broking firm, you are hearing Fintechs will
disrupt the financial industry and have now seen a few VC backed brokers
enter into your domain. They are supposed to be nimbler, have deep
pockets and don't have any legacy to pull them down. you have to present
to your Board on how the company can withstand the onslaught expected
from the Fintechs and remain unscathed and emerge on top

Industry Trends
● The stock market has seen a substantial influx of retail investors, notably in
investing in equity and equity backed assets. In FY21, 141 lakh new demat
accounts were opened, up 176 percent from the previous year
● This segment's players have reaped the benefits of the industry's
expansion. Several Venture Capital-backed brokers have recently entered
this market. They're meant to be more nimble, have bigger bank accounts,
and have no ties to the past to hold them back

Active Market
No. Broker
Clients Share
1 Zerodha 5,484,447 18.33%
2 Upstox 4,261,522 14.24%
3 Angel One 2,861,515 9.56%
4 Groww 2,671,173 8.93%
ICICI
5 2,605,215 8.70%
Securities
6 5Paisa 1,336,132 4.46%
Data from NSE as of Dec’21

● The competitive pricing model offered by the discounts brokers have also
removed the barrier of high brokerage, therefore, democratizing the stock
market for first-time investors
● More mainstream brokers are also moving in to provide discount
brokerages which will lead to increased competition. With a boom in the
segment, VC-backed brokers are spending heavily on advertisements to
capture a larger market share.

FINAL SUBMISSION:

Requirements
1. Submit an analysis of the broking industry with a relevant framework and
mention its future outlook. According to you, is this current growth
sustainable or not?
2. Present a SWOT analysis for Angel One keeping in mind the current
competitive landscape
3. Present your strategy for increasing trails & subscriptions for Angel One’s
ARQ Prime. What user journey should we implement for the same on our
mobile app.
4. What steps can Angel One take to withstand the competition from
emerging fintechs. For e.g. Should we explore a different pricing model or
enter into the AMC business or something else? Feel free to share your
ideas.

Thorough research & understanding out Angel One’s products, initiatives and
challenges is expected. Clearly mention any assumption you’ve taken.
Competitor benchmarked & data-backed recommendations are preferred.