Zerodha, India’s largest stockbroker, has grown without relying on traditional advertising. Instead, it has focused on content and education to attract and retain customers. By creating valuable resources, engaging with users on social media, and collaborating with influencers, Zerodha has built a strong community of investors.
This strategy has helped the company reduce marketing costs while maintaining a loyal customer base. Let’s explore how Zerodha has made content its biggest strength.
Making Education a Priority
One of the biggest challenges for retail investors in India is the lack of financial knowledge. To solve this, Zerodha launched Varsity by Zerodha, a free online platform that teaches users about investing and trading.
Varsity offers detailed lessons, with over 760 blog posts organized into structured learning paths. This makes it easy for beginners to understand the stock market.
Zerodha also realized that many investors prefer learning in their local language. To address this, it expanded Varsity’s content into regional languages like Hindi. This move helped reach a wider audience, especially in areas where financial education was limited.
Reaching Millions Through YouTube
Instead of just relying on written content, Zerodha has built a strong presence on YouTube. It has launched multiple channels, each catering to different types of investors:
- Zerodha’s Main Channel – Explains how to use Zerodha’s platform and tools.
- Varsity by Zerodha – Provides in-depth financial education in video format.
- Zero1 by Zerodha – Makes financial topics fun and engaging through storytelling.
- Markets by Zerodha – Shares insights on stock markets and the economy.
By creating content for different audiences, Zerodha ensures that investors of all levels have access to useful and easy-to-understand financial knowledge.
Using Social Media to Stand Out
Zerodha has mastered social media engagement, making it stand out from competitors. Instead of just promoting its services, the company actively interacts with users and shares valuable content.
On Twitter, co-founder Nithin Kamath regularly shares:
- Market insights and investment tips.
- Updates on Zerodha’s business and future plans.
- Personal experiences and fitness discussions, make him more relatable to users.
This transparent communication builds trust, making Zerodha more approachable than traditional brokerage firms.
On LinkedIn, Zerodha takes a more detailed approach by discussing industry trends, regulations, and company philosophies. This attracts professionals and serious investors.
Zerodha also uses Instagram and YouTube Shorts to share quick financial insights in a simple and engaging format. This helps connect with younger audiences who prefer short-form content.
By tailoring content for different platforms, Zerodha ensures it stays relevant and continuously engages with its audience.
Growing Through Influencers
To expand its reach, Zerodha collaborates with popular finance influencers like Ankur Warikoo and Pranjal Kamra. These influencers have large followings and help introduce more people to investing.
By working with trusted influencers, Zerodha gains new customers without spending heavily on ads.
Podcasting for a Wider Audience
In 2023, Zerodha’s co-founder Nikhil Kamath launched a podcast called “WTF is”. This podcast features conversations with experts on topics like finance, technology, psychology, and business.
One of its biggest moments came in January 2025, when Indian Prime Minister Narendra Modi appeared as a guest. This boosted the podcast’s visibility and strengthened Zerodha’s brand.
With podcasts becoming more popular, this move helped Zerodha connect with a new audience beyond just investors.
Content as the Key Growth Engine
By focusing on educational content instead of paid ads, Zerodha has built a strong and self-sustaining customer base. Users learn about investing through Zerodha’s content and then choose its platform to start trading.
This word-of-mouth-driven growth has helped Zerodha minimize marketing costs while continuing to dominate the market.
Conclusion
Zerodha has proven that content can be more powerful than advertising. Through blogs, YouTube, social media, influencer partnerships, and podcasts, the company has built a trustworthy and widely recognized brand.
By prioritizing education and transparency, Zerodha has created an unbreakable business model—one that competitors will struggle to copy.