Karthikeyan Balakumar

Paradigms, Theories, and Transformative Consumer Research Review: In the previous class, we discussed how Zerodha, the discount stockbroking platform, could use its understanding of consumer behaviour to efficiently enter consumers' set evaluation set and become the go-to service provider using technology and transparency. Paradigm shifts: In today'

The case of Zerodha Introduction: In today’s class, we discussed the case of Zerodha - the discount stock broking firm. According to NSE data from March 2022, Zerodha held 17% of all unique clients in India and reigned as the market leader (See Exhibit A for more details). An impressive

A quick recap of the first five sessions Over the last three weeks, we have been discussing the various facets of consumer behaviour. We began our exploratory journey by acknowledging that, as a course, consumer behaviour would help even if you do not choose a profession in marketing. Since all

You gave me your two cents, here's the third. This is Dr. Karthikeyan Balakumar’s Newsletter, a digital newsletter in which I document what happened in class this week, the key learnings that we had, and the ideas that were worth pondering over.