Zerodha demat share is shrinking - how we can help
Nithin Kamath had acknowledged the shift himself, stating, “Our AUM share is growing… but our demat share is shrinking.” He added that younger users—especially from tier 2 and 3 cities—are increasingly choosing other platforms. Kamath’s core question: Can legacy strategies still drive growth?
Entrepreneur Ankur Warikoo responded
He also called out Zerodha’s brand language and product names—Kite, Coin, Varsity—as sounding technical and uninspiring to Gen Z. “To most people, it sounds like ‘zero-something.’ It doesn’t feel aspirational,” he noted, contrasting it with brands like Groww and Upstox.
Among his suggestions: unify Zerodha’s apps, introduce social investing tools, create relatable content in Hinglish, and show up where young investors actually are—gaming streams, college fests, meme pages. “You don’t have to run ads. But you have to show up in their world,” he wrote.
Zerodha’s problem, Warikoo concluded, isn’t performance—it’s presence. “Zerodha has earned trust. Now it needs to earn attention. Not through noise. But through relevance and culture.”
Refer article : 'Zerodha is accurate but...': Ankur Warikoo tells Nithin Kamath why Gen Z won’t sign up - BusinessToday
My thoughts
Zerodha’s sleek, minimalist apps (Kite and Coin) are great to use.
If you’re a full-time or regular trader/investor (I’m not a regular trader due to Indian market timing restrictions), then Kite feels like a gift.
However, the younger generation may prefer a super app that offers a centralized experience — combining buying, news, events, F&O tools, screeners, algos, automated SIPs, mutual funds, and more. - create a seperate super app , any way Zerodha have many apps combine these in a single app and present to new users . let the active users use the kite for trading (so legacy and fantasy will run together for a larger goal ).
Based on my experience, Zerodha also has some flaws in the onboarding process.
I’ve mentioned this in the discussion here:
Our AUM is growing but new signups are slowing. What would you do? - #12 by sandeep_cs
Zerodha’s vast content library — including Varsity, TradingQnA, webinars, blog posts, and support articles — is a major strategic asset, but whether it’s an opportunity or a missed opportunity depends on how it’s used. There is no need of paid ads but these assets should spread to the required .
- Curate Focused Learning Paths . Instead of sharing go to Varsity, share:
- Top 5 Varsity modules for beginners
- 3 articles from TradingQnA that explain margin rules
- Step-by-step options strategy + video + example basket order
- Localize and Simplify
- Create regional explainers in Hindi, Tamil, Malayalam, etc.
- Build bite-sized 1-minute explainers from long articles.
- Use WhatsApp/Telegram groups to distribute curated Zerodha content.
- Merge Learning With Action
- Link Varsity lessons with live demo trades on Kite.
- Use Content to Onboard New Investors - When someone opens an account, you can:
- Send a 30-day content journey (email or WhatsApp) using existing Zerodha content.
- Add tips like How to create a SIP on Coin,with links to their guides.
We can discuss our suggestion in this forum post (Hope every one can add some points to improve new signups)
visit this forum link to share Your thoughts and suggestion : Our AUM is growing but new signups are slowing. What would you do?