Zerodha is one of India’s most trusted investment platforms, known for being accurate, serious, and reliable. But recently, entrepreneur Ankur Warikoo shared a brutally honest perspective — while Zerodha may be ideal for experienced investors, it’s failing to connect with the new generation.
Warikoo’s Candid Feedback: Zerodha Isn’t Fun Anymore
Responding to a post by Zerodha’s founder Nithin Kamath, Warikoo echoed a sentiment many young investors quietly feel: Zerodha feels boring. It comes across as too technical and not beginner-friendly.
Kamath Acknowledges the Shift
In his post, Nithin Kamath revealed that while Zerodha’s AUM (Assets Under Management) continues to grow, its share of new demat accounts is shrinking. In simple terms: seasoned investors are sticking around and investing more, but fewer new users — especially from Tier 2 and Tier 3 cities — are joining.
Why? Because young, digital-first investors are choosing apps that feel more modern, intuitive, and social.
Competitors Are Winning Over Gen Z
Warikoo compared Zerodha to fast-growing platforms like Groww, Upstox, and Dhan — startups that have short, catchy names, engaging designs, and a vibe that speaks directly to young Indians. Their apps are easy to use, visually appealing, and socially visible.
In contrast, Zerodha’s ecosystem — with tools like Kite, Coin, Console, and Varsity — sounds more like academic tools than fun, user-friendly finance apps. As Warikoo put it, “Zerodha sounds like zero-something,” not like a platform where young Indians go to dream big with their money.
For Gen Z, Investing Is a Social Activity
Today, investing isn’t just about returns — it’s about experience. Young investors are asking:
“Where are my friends investing?”
“Which app looks cool on Instagram?”
“Which one is fun to use?”
Platforms like Groww and Upstox are meeting them where they are — on Instagram reels, meme pages, YouTube gaming streams, and college campuses. Zerodha, meanwhile, is still stuck in an older model — and young users aren’t even noticing.
Warikoo’s Advice: Don’t Change the Name. Change the Vibe.
Warikoo isn’t suggesting a complete rebrand. Instead, he’s urging Zerodha to speak in Hinglish, modernize the app experience, and treat investing as a shared, cultural journey — not a boring solo mission. Today’s young investors want more than financial freedom; they want to enjoy the ride.
The Bigger Concern: Losing Touch With Culture
This shift is already visible in the data. Zerodha is losing ground when it comes to new demat account openings, especially among the under-25 age group. Groww and other platforms are becoming more than apps — they are turning into youth brands that symbolize energy, progress, and community.
And this is the real threat to Zerodha — not poor performance, but cultural irrelevance.
