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India
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The best known Indian proof that a no budget GTM can win a category outright: a cheaper product worth talking about, Varsity as a free education library that earned trust before signup, and a referral loop on top. It is the concrete version of the advice to be useful in public rather than buy attention.
Zerodha marketing strategy: how it grew to number one with almost zero ad spend
From Apex Influence by Apex Influence 10 min read
- Zerodha replaced advertising with three compounding things: a cheaper product, free education, and referrals.
- Varsity, its free plain-language market library, earned trust before the signup and keeps working for free.
- Content takes three to nine months to show results versus days for ads, but the traffic does not stop.
- Bootstrapped with no outside funding, it still led a category owned by deep-pocketed banks and brokers.
