Nithin Kamath8:02
Yeah. You know, when someone says Zerodha started in 2010, in my head, Zerodha actually started in '97. So 1997-98 is when I first started trading the markets. I was 17, 17 and a half. And I dropped out of my engineering college. I saved some money, blew it up, worked in a call center for 3-4 years. Then I came out and became a franchisee for a bigger broker firm. My younger brother joined me, and he was a better trader than I was. But I was building online communities back then itself. So in 2008-09, we took a bet saying, 'Let him continue trading the markets. I will try building the broking business, and if it doesn't work, I'll get back to trading.' And that's how Zerodha started in 2010. I think my life lessons were mostly before Zerodha started. After Zerodha started, a lot of time people ask me what's the success behind Zerodha. I think, among many things, there's a saying: 'Sharpen your axe before you go chopping wood.' I think the 12-13 years that went before Zerodha actually helped significantly build some moat over our competition after Zerodha started. When younger guys come to me and say, 'Nithin, I want to build a business,' I say business is hard. People look at me today and say, 'Dude, you made so much money,' but until 2015-16, we didn't really have any money. From '97 to 2015, that took 20 years to get lucky. Today it seems like it was a quick journey, but it wasn't. I worked in weekenders, I did those 300 rupees a day jobs, standing in a place and giving out pamphlets. I've done all of that. It took a lot of struggle, a lot of mistakes. But that learning that went in before Zerodha is really what has helped significantly after it. When Zerodha started, I was not a very ambitious guy. Even today, I'm not ambitious. I don't get up every day and say, 'I need to make this much money or get to this many customers.' The mental framework is you get up every day and improve on something. I don't know what it is. You get up daily and... be it product, be it support, be it whatever. The small improvements daily compound over time. One of the things we've done well as a business is that the attrition rates are really low. We're probably the only tech company of our scale in Bangalore that has not had attrition. In a sense, two people have left our tech team till lately. And this is from a team of 1100 people. There was a time when Zerodha started. I came from the same traditional sense of building a business, saying more people means a larger business. We've gone from 5 lakh customers to 1.1 crore customers with 1100 people on the team. And my dad is like, 'Dude, why are you not having more people?' And I'm like, 'No, you don't need more people just to build a large business.' Because back in the day, when we started in 2010, I just heard the lady before this talk about the illusion that hiring more people, throwing more people at problems, will somehow solve the problems. I think more people complicate the problems. More people don't really end up solving them. A lot of my thinking and philosophy is also driven by Kailash, who heads our tech. He joined us in 2013-14, and a lot of my thinking has evolved around him. I call him almost my spiritual guru. So the first 3 years of the business—sorry, I digress. Coming back to your question, when we started the business, I was not very ambitious. The idea was that I had built these online communities, and traders in this place were paying very high brokerage costs. The idea was to see if we can lower the cost. And the second thing we were trying to do was to build transparency in the business. The financial services business is very opaque. Pick up a credit card statement and try to find out how much you actually paid—it's really hard. We said we need to simplify this, and the only way we thought we could simplify is by having one deal for all our customers. That decision has been probably the most important decision of my life, completely serendipitous. It was not really thought through. It helped in multiple ways because the only reason today we have profitability is that we have not complicated the business. The business is extremely simple. All the 1.1 crore customers at Zerodha get the same exact product, the same exact deal. In financial services, it's very tempting to customize offerings just because a customer says, 'I'll give you a little more money,' but as soon as you start customizing, it becomes very hard to scale. So the first 1 to 3 years we were trying to do more around pricing and transparency and blogging. 2013 is when the first competitor came around and copy-pasted everything we were trying to say and do. That's when it hit me that this is not a moat. A business needs a moat to be able to grow continuously. That's when Kailash joined, and our product journey started. 2015 is when we launched our in-house products. 2016, we realized that the big problem to solve in India is to actually expand the market. Back then, there were like 60 lakh active Indians who were investing in the markets every year. So out of 120-130 crore, say 7-8 crore people who file income tax, you need to have a lot more people investing in the market. We couldn't do this on our own, and we said we need to collaborate. So we opened APIs to our business and invited startups to come build on top of us. Think of us as Android in the Play Store. Today, a customer at Zerodha not only gets access to what we've built but also to all the products built on top of us. The difference with our collaboration was that we actually gave these startups our customers. Usually, when you partner, you expect business from the partner, but we understood that the partner also has to do well. So I'll make sure I give you business back. It was a very homogeneous kind of relationship, and it's turned out very well. Today we have 25 such partnerships. And yeah, so the business, like I said, we kept improving. 2020 is when COVID happened, and I don't know what happened to the world. I actually sent an email to our entire team saying, 'What hits the fan? We need to get into monk mode.' But the exact opposite happened. Suddenly you had this whole generation of people sitting on the fence deciding to trade and invest. Looking back at my journey, I give a lot of credit to luck. You need to put your hard work, but luck is so important. One of these things that I would want to share with you, which has worked very well for me, is thinking of luck: how do you increase the chance of becoming lucky in life? My mental framework is that there are two ways to do it. One is business is hard; you better be building a business around something that you like or love. If you are doing what you like to do, the chances of you doing it for long enough are higher. If you survive for long enough, the odds of getting lucky also increase. If you're doing something you don't like, you'll potentially drop off before you get lucky. The second framework is that the odds of getting lucky increase the more the number of people want you to get lucky. This starts with your family, your partner, your team, your customers, your vendors. Being a decent human being is underrated. If you're just decent to people, if you're doing what is right for your team, your customer, your vendors, word of mouth is extremely powerful. One of the things I take a lot of pride in as Zerodha is that we haven't ever spent a single rupee on marketing and advertisement to date. All customers come through word of mouth—1.1 crore customers. Someone asked me what is your CAC; I tell them it's minus 200 rupees because we actually make 200 rupees on every account opening. That has happened because of doing what is right for the customer, the team, the vendor, the industry, even for the competitors. Doing it consistently over time helps you build a brand. I think these two things just improve the odds of getting lucky, and luck is really super important in life.