The Groww Way: Seamless Investing, Spectacular Success


Brief Overview of Groww and its Significance:

Groww, a revolutionary platform in the Indian investment landscape, has garnered attention for its commitment to simplifying investment processes while providing easy, fast, and transparent solutions to individuals seeking to invest. The platform’s user-centric approach and dedication to transparency are evident through its user-friendly interface and its mission to demystify complexities associated with investments.

Founded by former Flipkart employees Lalit Keshre, Harsh Jain, Ishan Bansal, and Neeraj Singh in 2017, Groww emerged with the goal of addressing the intricate and often confusing nature of investment practices in India. Their collective experience and understanding of the challenges faced by potential investors led to the inception of Groww as a means to simplify investment opportunities.

The significance of Groww in the investment industry is multi-fold. The platform’s user-friendly design and commitment to honesty set it apart as an accessible option for individuals who are new to investing. Recognizing the need for education and learning, Groww provides curated articles on various investment topics, including stocks, US equities, mutual funds, gold, and ETFs, catering to those who are starting from scratch.

Moreover, Groww’s journey from its foundation as a mutual fund platform to its rapid expansion into stocks, digital gold, ETFs, and more showcases its adaptability and willingness to evolve with the changing investment landscape. The company’s substantial funding rounds, including significant investments from prominent investors like ICONIQ Growth and Tiger Global Management, underscore the industry’s confidence in Groww’s vision and potential.

Looking forward, Groww’s plans to introduce additional services such as deposits, credit services, and US stocks demonstrate its commitment to meeting the diverse needs of its users while emphasizing financial education for millennials. Groww’s focus on simplicity, transparency, and continuous innovation has positioned it as a key player in simplifying investment opportunities for millions of individuals across India.

Overall, Groww’s approach to investment, coupled with its commitment to user satisfaction and education, highlights its significance as a transformative force in the Indian investment industry.

Founding Vision and Team

Background of the Founders: Lalit Keshre, Harsh Jain, Ishan Bansal, and Neeraj Singh

In 2016, four former Flipkart employees – Lalit Keshre, Harsh Jain, Ishan Bansal, and Neeraj Singh – came together with a shared vision to simplify investing in India. This collaboration led to the creation of Groww, an online investment platform that aimed to revolutionize the investment landscape in the country. Their combined expertise, knowledge, and experiences played a pivotal role in shaping Groww’s journey and impact.

Collective Experience at Flipkart and Motivation to Simplify Investing

The founders brought diverse backgrounds and skill sets to the table, each contributing to Groww’s success:

Lalit Keshre: With a background in engineering from IIT Bombay, Lalit Keshre played a significant role in product management at Flipkart. His experience at Flipkart, along with his understanding of technology and customer experience, influenced Groww’s focus on user-friendly platforms and accessible investment options.

Ishan Bansal: Ishan Bansal, an alumnus of BITS Pilani, managed corporate development at Flipkart. His expertise in corporate strategy and development contributed to Groww’s strategic approach in addressing India’s investment challenges.

Harsh Jain: Harsh Jain, an engineering graduate from IIT Delhi and an MBA holder from XLRI, was part of Flipkart’s product management team. His insights into consumer behavior and product development proved crucial in shaping Groww’s offerings and user experience.

Neeraj Singh: Neeraj Singh, an engineer with a BE degree and PG Diploma in Advanced Computing, was involved in customer systems at Flipkart. His understanding of customer-centric solutions and technology integration played a role in making Groww accessible and efficient for users.

The founders’ motivation to simplify investing in India stemmed from recognizing the complexity and lack of accessibility in the investment landscape. With their collective experiences at Flipkart, they aimed to democratize investment opportunities, making them accessible to millions of individuals across the country.

Groww’s success story is a testament to their shared vision, determination, and innovative approach to addressing the challenges of investment in India. Their commitment to providing a user-friendly platform, combined with their background in technology and business, has positioned Groww as a key player in simplifying investment opportunities for individuals from all walks of life

Early Days and Market Understanding

Founding Year and Initial Operations of Groww in 2016

In the year 2016, four former Flipkart employees, namely Lalit Keshre, Harsh Jain, Ishan Bansal, and Neeraj Singh, embarked on a journey to simplify investing in India. Recognizing the complexities and challenges that individuals faced when it came to investing, they sought to create a platform that would make investing accessible, user-friendly, and hassle-free for the masses.

The founders officially launched Groww in the year 2017, marking the beginning of their mission to revolutionize the investment landscape in India. Their collective expertise, gained from their experiences at Flipkart, played a crucial role in shaping the company’s vision and approach

Focus on Understanding the Complexities of the Indian Investment Market

At the core of Groww’s inception was a deep understanding of the complexities associated with the Indian investment market. The founders recognized the challenges faced by millions of potential investors due to the intricate jargon, lack of transparent information, and limited accessibility to investment opportunities. Their experience and insights from Flipkart allowed them to identify these pain points and design solutions that would address these challenges head-on.

Experimentation to Design a User-Friendly and Secure Investment Platform

The founders of Groww embarked on a journey of experimentation to create a platform that would be both user-friendly and secure. They understood the importance of providing a seamless and intuitive experience to users, especially those who were new to investing. Leveraging their expertise in technology and customer experience, they iterated on their platform’s design, functionality, and features to ensure that users could navigate the world of investments with confidence.

This experimentation phase involved market analysis, user research, and technology integration to craft a secure and reliable platform. The result was an investment platform that simplified the process of investing, breaking down barriers and making it accessible to a wider audience.

By focusing on understanding the complexities of the Indian investment market and experimenting to create a user-friendly and secure platform, the founders of Groww laid the foundation for a disruptive and successful venture that has redefined how individuals in India approach investments. Today, Groww stands as a testament to its vision, dedication, and commitment to making investing accessible to all

Expansion and User-Centric Approach

Groww’s Initial Emphasis on Mutual Fund Investments

When Groww was initially launched in 2017, it placed a strong emphasis on mutual fund investments. Recognizing the need to simplify investment options and provide accessible avenues for individuals, Groww began as a platform that primarily focused on facilitating direct mutual fund investments. This initial focus allowed them to tap into the huge potential investor base in India, especially those who were new to investing and preferred a hassle-free approach.

Rapid Expansion to Incorporate Stocks, Digital Gold, ETFs, and More

As Groww gained traction and popularity, it rapidly expanded its offerings beyond mutual funds. The founders, Lalit Keshre, Harsh Jain, Ishan Bansal, and Neeraj Singh, responded to user demand and diversified the platform to incorporate a wide range of investment options. This expansion included adding stocks, digital gold, Exchange Traded Funds (ETFs), and more. By providing a diverse array of investment avenues, Groww aimed to cater to a broader spectrum of investors with varying preferences and risk appetites.

Gathering Over 1.5 Crore Users Across India

Groww’s user-centric approach and the variety of investment options it offered led to a significant increase in its user base. The platform quickly gained popularity and managed to gather over 1.5 crore users across India. This remarkable achievement reflects the effectiveness of Groww’s strategy in making investing more accessible, user-friendly, and appealing to a diverse audience.

Designing the App for iOS and Android Platforms

Recognizing the prevalence of mobile usage and the preference for app-based interactions, Groww designed its platform to cater to the preferences of mobile users. The Groww app was made available for both iOS and Android platforms, ensuring that users could access their investment portfolios and make transactions on the go. This mobile-centric approach further contributed to the platform’s popularity and convenience, making it easier for users to manage their investments from their smartphones.

In summary, Groww’s journey started with a strong emphasis on mutual fund investments and quickly evolved to offer a comprehensive range of investment options, such as stocks, digital gold, ETFs, and more. This approach, coupled with the user-friendly app available on iOS and Android platforms, played a pivotal role in attracting over 1.5 crore users and making Groww a prominent player in the investment industry

Innovative Features and Services

Introduction of Features such as Direct Mutual Fund Plans, Stocks, Digital Gold, ETFs, Intraday Trading, IPOs, etc.

Groww started its journey by focusing on simplifying investments, initially with a strong emphasis on direct mutual fund plans. However, recognizing the diverse investment needs of its users, Groww quickly expanded its offerings to incorporate a wide range of investment options. These included stocks, digital gold, Exchange Traded Funds (ETFs), intraday trading, Initial Public Offerings (IPOs), and more. This expansion allowed users to have a comprehensive platform that catered to different investment preferences and risk profiles.

Resources and Educational Content for Informed Investment Decisions

Groww aimed not only to provide a platform for investments but also to empower its users with knowledge. To achieve this, the platform offered resources and educational content to help users make informed investment decisions. These resources covered a wide range of topics, including investment basics, market trends, financial planning, and more. By providing such content, Groww aimed to bridge the knowledge gap and equip its users with the insights needed to make prudent investment choices.

User-Friendly Tools like Brokerage Calculator, Online IPO Applications, and More

Groww went a step further in enhancing the user experience by offering various user-friendly tools. One such tool is the Brokerage Calculator, which helps users calculate the brokerage charges associated with their trades. Additionally, Groww introduced the convenience of online IPO applications, allowing users to apply for Initial Public Offerings directly through the platform. These tools aimed to simplify the investment process, making it more transparent and accessible to users.

In summary, Groww’s journey involved introducing a diverse range of investment options beyond mutual funds, offering educational resources to empower users, and providing user-friendly tools to enhance the investment experience

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Funding Rounds and Investor Confidence

Groww has successfully secured significant funding rounds to fuel its growth and expansion efforts. Notable among these are the Series D and E funding rounds.

Series D and E Funding Rounds:

Groww’s journey of raising substantial funds began with a Series D funding round, where the company raised $83 million. This round was led by Tiger Global in April 2021. Following this, Groww achieved another milestone by securing a substantial amount in its Series E funding round. On October 24, 2021, Groww raised an impressive $251 million in Series E funding. ICONIQ Growth took the lead in this funding round, which was a pivotal moment for the company. The Series E funding catapulted Groww’s valuation to $3 billion, a significant increase from its previous valuation.

Involvement of ICONIQ Growth:

In the Series E funding round, ICONIQ Growth played a pivotal role by leading the investment. The participation of ICONIQ Growth reaffirmed the confidence and potential that investors saw in Groww’s business model and its vision to democratize investment access in India. ICONIQ Growth’s involvement further emphasized Groww’s innovative approach and its impact on transforming India’s investment landscape.

These funding rounds, especially the Series E round led by ICONIQ Growth, have significantly contributed to Groww’s ability to expand its offerings, strengthen its team, scale its technology infrastructure, and reach underserved markets. The funds raised have also been channeled towards promoting financial education and enhancing the accessibility of financial services across India

Business Model and Revenue Streams

Groww’s Business Model:

Groww operates as a web-based investment platform that aims to simplify investing in mutual funds and stocks. The platform’s primary focus is on providing simplicity, accessibility, transparency, and paperless transactions for its users. It caters to a wide user base of over 20 million registered users, primarily below the age of 40. Groww offers access to a diverse range of investment options, including over 5,000 mutual funds, through its user-friendly iOS and Android app. The platform differentiates itself by maintaining transparency in terms of low trading costs, no hidden charges, and no setup or maintenance fees.

Revenue Generation:

Groww’s revenue generation model encompasses several sources, which contribute to its financial growth and sustainability. The platform generates revenue through the following channels:

Brokerage Charges: Groww charges brokerage fees for various types of transactions, such as intraday trading, equity trading, and more.

Tech Platform Charges: The platform may charge users for availing certain premium features, tools, or services related to its technology platform.

Operational Revenue: This includes various operational fees and charges that contribute to the platform’s revenue stream.

Fees Covered by Mutual Fund Companies: One of the notable differentiating factors of Groww’s business model is that it charges fees covered by mutual fund companies rather than directly charging its clients. This approach sets Groww apart from traditional fee structures and enhances its attractiveness to users.

Differentiating Factor: Fees Covered by Mutual Fund Companies:

Groww’s business model stands out due to its innovative approach of charging fees covered by mutual fund companies. This means that the fees users pay are borne by the mutual fund companies themselves, rather than directly by the clients. This approach aligns with Groww’s mission to provide accessibility and transparency in investing, ensuring that users can access the platform and its offerings without incurring direct charges. By adopting this model, Groww has managed to create a unique value proposition and attract a significant user base, particularly those from Tier 2 and Tier 3 cities.

Overall, Groww’s business model revolves around providing a user-friendly and transparent investment platform that caters to the needs of retail investors in India. Its revenue generation sources include brokerage charges, tech platform charges, and operational revenue, with its distinctive approach of having fees covered by mutual fund companies, making it an attractive choice for many investors.


Groww’s journey from its founding to becoming a significant player in the investment industry has been characterized by its founders’ vision, user-centric approach, and innovative services. Founded in 2016 by four former Flipkart employees – Lalit Keshre, Harsh Jain, Ishan Bansal, and Neeraj Singh – Groww was established with the goal of simplifying investing for individuals in India. The co-founders hailing from diverse backgrounds brought a unique set of skills to the table: Lalit oversaw business aspects and product experience, Harsh managed growth and business development, Neeraj led product development and research, and Ishan handled financial matters.

Launched in 2017, Groww initially focused on mutual funds but rapidly expanded its offerings to include stocks, digital gold, ETFs, intraday trading, and IPOs. This swift expansion contributed to its status as a trusted platform, attracting over 1.5 crore users across India. One of the key factors behind Groww’s success was its ability to address the complexities inherent in India’s financial product investing process and offer a simplified, user-friendly alternative.

What set Groww apart was its commitment to a user-centric approach. The platform allowed individuals to invest via their smartphones, disrupting the traditional methods that required paperwork, bank visits, and queues. This convenience factor resonated well with users, and Groww’s stockbroking and direct mutual fund services gained significant traction.

The company’s journey was also characterized by its ability to secure substantial funding from notable fintech investors. Groww underwent multiple funding rounds, including Series A, B, C, D, and E rounds, attracting investors like Sequoia India, Y Combinator, Propel Venture Partners, and Tiger Global. This funding allowed Groww to expand its offerings and further develop its innovative services.

Groww’s innovative services were designed to meet the evolving needs of its users. The platform not only provided investment opportunities but also focused on financial education for millennials. This emphasis on education aimed to empower users with the knowledge and skills needed to make informed investment decisions.

Looking ahead, Groww continued to have ambitious plans for growth. It aimed to introduce services like deposits, credit options, US stocks, Sovereign Gold Bonds, and derivatives. By diversifying its offerings, Groww aimed to become a comprehensive financial services platform that catered to various aspects of an individual’s financial journey.

In conclusion, Groww’s journey from its founding in 2016 to its current status as a significant player in the investment industry showcases its founders’ vision, user-centric approach, and innovative services. Through its simplified investing solutions, user-friendly interface, and commitment to financial education, Groww has carved a niche for itself in India’s financial technology landscape.

Founder & CEO at Setup Mastery | Website

Sunjjoy Chaudhri Has Been an Entrepreneur Since the Age Of 23, Sunjjoy Chaudhri is a Founder of Setup Mastery, Fxpopsan Exchangers and Malgangas Consultancy. Sunjjoy Chaudhri is a Highly Accomplished and renowned business consultant based in Pune. With an Impressive track Record and a Wealth of Experience, Sunjjoy has Established himself as one of the best Business Consultants in the Region

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