Zerodha's MTF Captures 5% Market Share Despite Late Entry as CEO Flags Customer Pricing Blind Spot
Zerodha achieved 5% market share in MTF within one year despite late entry and minimal promotion, though growth has plateaued with industry trends. CEO Nithin Kamath highlighted customer pricing blind spots, noting investors appear unaware of MTF costs. The company maintains transparent pricing at 0.03% or ₹20.00 per trade versus competitors' higher rates, choosing operational simplicity over revenue maximization.

*this image is generated using AI for illustrative purposes only.
Zerodha has quietly established a notable presence in the Margin Trading Facility segment, capturing approximately 5% market share within a year of launching the product. CEO Nithin Kamath revealed this achievement came despite the discount broker's late entry into the MTF space and minimal promotional efforts across its platforms.
Market Performance and Growth Trajectory
The company's MTF performance metrics demonstrate solid initial traction followed by stabilization:
| Parameter: | Details |
|---|---|
| Market Share Achieved: | ~5% |
| Time to Achievement: | 1 year |
| Promotional Strategy: | Minimal promotion |
| Current Growth Status: | Plateaued |
Kamath noted that growth in the MTF segment has plateaued, reflecting broader industry trends. The company achieved this market position without actively promoting the facility on order screens or other platform locations, suggesting organic adoption among existing customers.
Pricing Structure and Customer Awareness Gap
A significant finding from Zerodha's MTF experience relates to customer pricing awareness. The company discovered that most customers appear largely indifferent to MTF brokerage costs or remain unaware of their charges. This observation highlights a notable blind spot in retail investor behavior.
Zerodha's current MTF pricing structure maintains consistency with regular equity trades:
| Pricing Component: | Rate |
|---|---|
| Current Brokerage: | 0.03% or ₹20.00 per trade |
| Potential Higher Rate: | 0.1% flat |
| Revenue Impact: | 10x higher at increased rate |
| Competitor Rates: | Significantly higher |
The company noted that implementing a flat 0.1% brokerage rate could generate ten times higher revenue from MTF operations, given that many competitors already operate at substantially higher rates.
Operational Philosophy and Service Approach
Zerodha has maintained its characteristic approach of simple, transparent pricing in the MTF segment. The company avoided implementing complications such as position size caps or differentiated pricing structures for margin trades. All customers receive identical brokerage rates, supporting operational efficiency and transparency.
The uniform pricing strategy extends the company's broader philosophy of straightforward fee structures across its Kite platform services. This approach contrasts with industry practices that often involve complex pricing tiers or variable rates based on trade characteristics.
Industry Implications and Investor Behavior
The findings shed light on broader retail trading patterns, particularly regarding cost awareness in leverage-driven products. While MTF and similar facilities gain popularity among retail investors, the limited cost consciousness could materially impact long-term investment returns. The disconnect between product usage and fee awareness suggests an educational gap in the retail investment community.
Understanding Margin Trading Facility
MTF enables investors to purchase shares by paying only a portion of the total value, with brokers funding the remaining amount. The purchased shares serve as collateral, and investors pay interest on borrowed funds until positions are closed or converted to delivery. This facility amplifies market exposure while simultaneously increasing risk and costs, making pricing transparency and investor discipline essential factors for successful implementation.



























