How Groww & Zerodha Used Trust Over Glamour in a Celebrity-Obsessed Market?

Groww and Zerodha focused on building trust through education and transparency, avoiding flashy promotions. By collaborating with credible financial educators and influencers, they connected with young investors seeking genuine guidance. This approach not only set them apart but also fostered lasting relationships with their user base.

In India, celebrity endorsements have long been a cornerstone of marketing strategies. Brands frequently collaborate with film stars and athletes to use their mass appeal and instantly connect with a broad audience. This approach has led to a significant increase in celebrity-led advertisements, from 650 in 2007 to 1,660 in 2017, with film stars dominating 76% of the endorsement market, according to a report by Kroll. 

However, not all brands follow this path. Groww and Zerodha, two prominent fintech companies, have taken a different route. Instead of relying on celebrity endorsements, they focus on building trust through education and authenticity. Groww emphasizes financial literacy by providing informative content across various digital platforms, including blogs, newsletters, and webinars. Zerodha, on the other hand, has disrupted the brokerage industry by introducing India's first zero brokerage model and prioritizing customer satisfaction through transparent practices.  

This alternative approach has proven effective, especially among younger, digitally savvy consumers who value transparency and self-education over celebrity influence. By prioritizing genuine engagement and user empowerment, finance apps like Groww and Zerodha have successfully built loyal customer bases, challenging the traditional reliance on celebrity-driven marketing in India.  

The Rise of Groww and Zerodha

Groww and Zerodha have transformed India's investment landscape by making financial markets more accessible and user-friendly. Their rise reflects a shift in how Indians approach investing, moving away from traditional brokers toward digital-first platforms that prioritize transparency and simplicity. 

Groww: Simplifying Investments for the Masses

Founded in 2016 by ex-Flipkart employees Lalit Keshre, Harsh Jain, Neeraj Singh and Ishan Bansal, Groww began as a mutual fund platform aimed at simplifying investing for first-time users. Over time, it expanded to offer stocks, U.S. equities, gold and fixed deposits. The platform's clean design and educational content have attracted over 40 million users. According to a report by Orange Owl Marketing, as of 2025, Groww is valued at $3 billion and has raised $393.2 million from investors like ICONIQ Growth and Tiger Global. 

In a strategic move to broaden its offerings, Groww signed an agreement in May 2025 to acquire wealth-tech startup Fisdom for approximately $150 million.

Zerodha: Bootstrapped and Customer-Centric

Launched in 2010 by brothers Nithin and Nikhil Kamath, Zerodha disrupted the brokerage industry with a flat-fee model, charging ₹20 per trade and offering free equity delivery. Without any external funding, Zerodha grew to over 10 million customers by 2022, according to a report by Buildd.

Zerodha's success stems from its focus on technology and user education. Its trading platform, Kite, is known for its speed and reliability. Additionally, Zerodha offers educational resources like Varsity, which provides in-depth tutorials on trading and investing

Why Most Fintechs Opt for Celebrity-Fuelled Campaigns?

In India's competitive fintech landscape, celebrity endorsements have become a strategic tool for brands aiming to capture consumer attention and build trust. Here's why many fintech companies opt for celebrity-driven campaigns:

1. Instant Recognition and Trust

Celebrities bring with them a built-in audience and a level of trust that can be invaluable for fintech brands. Their endorsement can lend credibility to a brand, making potential customers more comfortable with trying new financial services.

2. Expanding Reach Across Demographics

India's diverse population means that reaching various demographics can be challenging. Celebrities often have fan bases that span different age groups, regions and socioeconomic statuses, helping brands connect with a broader audience.

3. Emotional Connection Through Storytelling

Celebrity campaigns can tap into emotions and personal stories, making the brand message more relatable. For instance, Paytm First Games launched the 'Make the Right Choice' campaign featuring Sachin Tendulkar, which drew parallels between his life choices and the decisions users make in fantasy sports. This approach not only promoted the platform but also inspired users to engage more deeply.

4. Aligning with Popular Events

Timing campaigns with major events can amplify their impact. Upstox's partnership with the International Cricket Council (ICC) is a prime example. By aligning with cricket tournaments, Upstox used the sport's popularity to promote financial literacy and investment culture, with figures like Ravi Shastri adding credibility to the initiative.

5. Differentiation in a Crowded Market

With numerous fintech startups vying for attention, celebrity endorsements can help a brand stand out. A well-executed campaign featuring a popular figure can create buzz and distinguish a company from its competitors.

While celebrity endorsements are not a guaranteed path to success, when executed thoughtfully, they can significantly enhance a fintech brand's visibility and appeal. 

By choosing the right celebrity and crafting a compelling narrative, fintech companies can connect with consumers on a deeper level, fostering trust and encouraging engagement.

Trust as The New Currency: Groww’s and Zerodha’s Strategy

Groww and Zerodha have redefined how Indians approach investing. Instead of flashy ads or celebrity endorsements, they focus on trust, simplicity and education. This approach has resonated with millions, especially young and first-time investors.

1. Clarity Over Complexity

Both platforms prioritize transparency. Groww offers direct mutual fund plans with zero commission and low brokerage fees for stock trading. Zerodha introduced a flat ₹20 fee per trade and free equity delivery. This straightforward pricing builds trust and eliminates hidden costs.

Their user interfaces are designed to be intuitive. Groww's financial app simplifies investing with clear visuals and minimal jargon. Zerodha's Kite platform is known for its clean design and ease of use.

2. Educating the Investor

Education is central to their strategies. Groww provides blogs, YouTube videos and webinars to explain financial concepts in simple terms. This content helps users make informed decisions.

Zerodha offers Varsity, a comprehensive guide to trading and investing. They also run Z-Connect, a blog covering market insights and host webinars for traders. These resources empower users to understand the markets better.

3. Building Trust Through Tone

Both companies maintain a calm and clear communication style. They avoid aggressive sales tactics, focusing instead on providing value. This tone fosters credibility and encourages long-term relationships with users.

Nithin Kamath, Zerodha's CEO, once remarked, "Some people, jokingly perhaps, say, 'Zerodha is a content company.'" This highlights their commitment to education over promotion.

4. Organic Growth Over Glamour

Instead of relying on celebrity endorsements, both platforms grew through word-of-mouth and user satisfaction. Groww's referral programs encouraged users to share the platform with friends and family. Zerodha focused on building a reliable product that users would recommend.

5. Staying Grounded

While many fintech companies chase trends, Groww and Zerodha remain focused on their core mission: simplifying investing for everyone. Their consistent approach has built strong, loyal user bases.

In a market filled with noise, Groww and Zerodha stand out by being clear, honest and helpful. Their success shows that understanding and supporting the user can be more powerful than any marketing gimmick.

How Groww & Zerodah Used Influencers for Promotion?

Groww and Zerodha have taken a different path in promoting their platforms. Instead of relying on celebrities, they partnered with finance educators and influencers who focus on teaching rather than selling.     

This approach has helped them connect with young investors who value clarity and trust over glamour. 

1. Choosing Educators Over Celebrities 

Both Groww and Zerodha decided to work with financial educators instead of famous personalities. They collaborated with YouTube creators, Instagram educators and finance bloggers who explain investment concepts in simple terms. This strategy helped them reach audiences who are new to investing and looking for guidance.

For example, Groww partnered with influencers like Abhishek Kar, Ishan Sharma and KrisDom Investor. These creators made videos explaining how to use the Groww app and the basics of investing. Their content was relatable and easy to understand, making it appealing to beginners

Zerodha, on the other hand, launched a YouTube channel called Zing! in collaboration with LearnApp. This channel features educational videos that make finance fun and accessible. By focusing on education, both platforms built trust with their audiences.

2. Prioritizing Credibility Over Popularity

Instead of chasing influencers with massive followings, Groww and Zerodha chose to work with creators who have credibility in the finance space. These influencers may not have millions of followers, but their audiences trust them for honest and accurate information.

For instance, CA Rachana Ranade, a chartered accountant and educator, collaborated with Zerodha to create content that explains financial concepts. Her videos are informative and avoid pushing specific products, which aligns with Zerodha's philosophy of educating rather than selling.

Similarly, Groww worked with influencers like Himesh Madaan and Seeken, who focus on personal development and financial literacy. Their content helped Groww reach a wider audience interested in learning about investing.

3. Campaigns and Collaborations

Groww and Zerodha have executed several successful campaigns with finance-savvy creators. These collaborations focused on educating the audience and building trust.

• Abhishek Kar x Groww: Abhishek created videos discussing common mistakes traders make and how to avoid them. He integrated Groww into his content, showing how the platform can help investors make informed decisions. 

• Ishan Sharma x Groww: Ishan emphasized the importance of investing and saving early. He showcased Groww as a user-friendly platform for beginners, highlighting its features and ease of use.

• Zing! by Zerodha and LearnApp: This YouTube channel offers educational content on finance topics. The videos are designed to be engaging and informative, helping viewers understand complex financial concepts in a simple way.

These campaigns focused on providing value to the audience rather than just promoting the platforms. By doing so, Groww and Zerodha built a loyal user base that trusts their services.

4. Building Trust Through Education

Both platforms understand that trust is crucial in the finance industry. By focusing on education, they positioned themselves as reliable sources of information. This approach helped them attract users who are cautious about where they invest their money.

Groww's educational content includes blogs, YouTube videos and webinars that explain investment concepts in simple terms. They also collaborate with influencers who share the same philosophy of educating the audience.

Zerodha's initiatives like Varsity and Zing! provide comprehensive resources for learning about the stock market. Their content is designed to be accessible to beginners, making it easier for new investors to get started.

By prioritizing education, both platforms have built credibility and trust among their users.

5. The Impact of Their Strategy

Groww and Zerodha's focus on education and credibility has paid off. They have attracted a large number of users who appreciate their transparent and informative approach. By working with finance educators and influencers, they have created a community of informed investors.

Their strategy shows that in the finance industry, building trust through education can be more effective than traditional advertising. By providing valuable content and partnering with credible influencers, Groww and Zerodha have set themselves apart in the market.

In a space where misinformation can have serious consequences, their commitment to educating users has made them trusted names in the industry.

Groww and Zerodha have successfully used influencer marketing by focusing on education and credibility. Their collaborations with finance educators have helped them build trust and attract users who value transparency and information. 

This approach has proven effective in establishing their presence in the competitive fintech market.

Get a Financial Guru or Influencer to Promote Your Financial Service!

Looking to boost your financial service's reach? Partnering with a trusted financial educator or influencer can help you connect with audiences seeking genuine guidance. By collaborating with credible voices in the finance space, you can build trust and engage potential customers effectively.

Don't rely on flashy promotions; instead, focus on authenticity and transparency to make a lasting impact.