For much of the past decade, India’s fintech story has been driven by disruption. Platforms made investing simpler, cheaper, and more accessible, pulling millions of first-time users into equities, mutual funds, and other financial products. Among the biggest beneficiaries of this shift has been Groww, which built its reputation as a clean, easy-to-use app for retail investors who wanted to move beyond traditional bank branches and paperwork-heavy processes.
But as the Indian fintech market matures, broking alone is no longer enough. Competitive pressures are intensifying, margins are thinning, and customer acquisition costs remain stubbornly high. In this context, Groww’s growing focus on
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