Product break down of ‘Kite’, by ‘Zerodha’

Zerodha is a tech enabled digital platform to perform all stock related

operations smooth & seamlessly at a very less cost which previously was a
complex, tedious, costly process.
 Before going further, let’s understand about the origin,
inspiration of origin, and an interesting fact.

❏ Zerodha is founded by Nithin & Nikhil (famous ‘Kamath’ brothers) in 2010. They worked
as part-time portfolio handlers for a few clients before starting this venture.
❏ We all know, performing stock operations nearly one decade ago is a very
time-consuming, money consuming, tedious process. This became the starting point
where Kamath brothers decide to change the entire ecosystem, and started a
revolution in Digital stock investment process across India.
❏ From the time they founded to till now, Zerodha has ‘0’ external funding, and that
makes them a very rare successfully bootstrapped fintech startup.
 Zerodha

Kite Coin Console Varsity

Zerodha can be called as an umbrella product under which many sub products present. One can
get access to all of these sub products by doing a one time registration. This process costs a
nominal 200/- to avoid creation of fake accounts, and for maintenance purposes.
All the platforms which you have seen in previous slide serves customers in various
ways. Now, let’s try to briefly understand the utility of each of them.

Kite is an ultra-fast flagship trading platform with live-streaming market data, advanced
charts, an elegant UI, funds dashboard, etc. This is the core of Zerodha’s business.

Console is the central dashboard for your account. This helps in gaining insights into
your trades, investments with in-depth reports. This is like the cockpit of a plane.

Coin is one another popular product from Zerodha for buying direct mutual funds online,
commission-free, delivered directly to your Demat account.

An easy to grasp, collection of stock market lessons with in-depth coverage and
illustrations. Content is broken down into bite-size cards to help you learn on the go.
Now, whenever a user login into ‘Kite’, they will see a page like this:

1 2 3 4

6
To participate in the stock market, users must have a type of account called ‘Demat’.
Zerodha is one such ‘Demat’ account provider. Bank ⇿ Demat ⇿ Sell/Buy.

Contains order related information post a

1 Orders placement of order by customer

This is the place to find all stocks present

2 Holdings in portfolio. A briefcase 🧳

Post an order, stocks won’t be added

3 Positions directly to your holding. Will stay here.

To buy anything in here, funds should

4 Funds present in your Demat account. A wallet.

Pin all the stocks you're interested in.

5 Pinned stocks Contains very crucial information 󰭉

The ultimate area which shows the

6 Ultimate dashboard status of your funds. Be green pals 🥳
On the homepage of
‘Kite’, when a user wants
to place order for buying
some stocks, a UI like
the one beside will
appear.

Here, the user will be

provided with multiple
options to select from,
fill into.

One can do both

Long-term, Intraday
trading in here, both
NSE & BSE. Options like
Stop loss, Target are
also provided.
Just like buying,
selling is also
possible from the
same page with a
very few clicks.

Process is smooth,
clear & seamless.
Kite not only provides the option for buying, selling the stocks. But also provides the user with all
possible relative information to help in making better decision. For achieving this purpose, Zerodha
partnered with external platforms like streak, tradingview, fundamentals, etc.

The graphs, for which one has to pay for in trading-view, are available for free here. All the
fundamental metrics of a stock along with comparison of sector metrics are also provided to free
to users. Below are examples of ICICI chart & sector-wise fundamental metric comparison.
 Customer Journey Map on ‘KITE’: A 25-year-old daily wage worker from a small town in India

Awareness Registration Usage Final stage

I want to save Zerodha seems to Let’s invest some Finally invested

Thoughts money. Is there be a good option, money. Feeling with help of
any good way to let’s register for nervous Zerodha. Hoping
do that? that. for bright returns

Browses internet; Registering for Tour of app, Sharing

Actions asks friends, Zerodha by filling features, graphs, information with
colleagues about digital form and metrics, different friends, family
possible ways paying fees shares present about the
investments.

Internet browsers Browser to open Different touch KITE, social media

Touch area
like chrome, edge zerodha website. point on KITE app apps to share with
like buy, share, world
Blogs, articles Zerodha apps graphs, etc.
(KITE)

Emotions 🤑 😍
🤓 😐
SWOT Analysis

Strengths Weaknesses
★ Good brand image ★ Limited to India
★ Visionary Leadership
★ Solid core team
★ No Ads, No Spam

Zerodha
Opportunities Threats
★ Access to foreign equities ★ Limited market
★ New line of products ★ Growing competition from other
★ Scope for product improv DEMAT providers
Note: Information is collected from various reliable sources for this breakdown