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67a48bfdece23_Arthmanthan_Case_Study_Prompt

Dhanush is a new stock trading platform in India, backed by Ashika Group, aiming to differentiate itself in a competitive brokerage market dominated by established players. The platform combines low-cost services with personalized support, targeting a diverse clientele while addressing challenges in brand visibility and customer loyalty. Participants in the case competition are tasked with proposing strategies for brand building, customer experience innovation, and industry adaptation, with submissions due by February 2025.

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5 views

67a48bfdece23_Arthmanthan_Case_Study_Prompt

Dhanush is a new stock trading platform in India, backed by Ashika Group, aiming to differentiate itself in a competitive brokerage market dominated by established players. The platform combines low-cost services with personalized support, targeting a diverse clientele while addressing challenges in brand visibility and customer loyalty. Participants in the case competition are tasked with proposing strategies for brand building, customer experience innovation, and industry adaptation, with submissions due by February 2025.

Uploaded by

vishwakarmakrushik34213
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Introduction

Dhanush, a stock trading platform based in Kolkata, is an ambitious new entrant in India’s
competitive brokerage landscape backed by its parent company, Ashika Group’s 30+ years of
expertise in the Indian financial markets.

Ashika Group is a multifaceted financial services firm that caters to a diverse clientele,
including individual, institutional, and high-net-worth investors. Ashika Group provides a
comprehensive range of financial services, including equity and commodity trading, mutual
fund distribution, asset management, investment banking, corporate lending, and depository
services. The conglomerate also emphasizes research and advisory services, equipping clients
with valuable market insights for informed decision-making. It currently has 100+ FII’s &
DII’s investing through the platform.

The Indian market for brokerage services is dominated by well-established players like
Zerodha, Upstox, and Groww, Motilal Oswal, Sharekhan, Nuvama Securities, and Angel
One, creating an oligopolistic structure.

At the same time, investor behavior in India is evolving. Traditionally focused on mutual
funds, gold, and real estate, a significant segment of the population—particularly the younger
demographic—is beginning to explore direct market participation. However, the challenge
remains capturing a "Share of Wallet" in a market where trust, cost-consciousness, and
value propositions are paramount.

Despite these hurdles, Dhanush distinguishes itself as a hybrid broker by combining the low-
cost appeal of discount brokers with personalized services akin to traditional brokers.
Offering features like seamless digital onboarding, a dedicated Relationship Manager with
proper research recommendations with a strong hit ratio of 70-80%. Dhanush is well-
positioned to carve out a niche.

Part 1: Enhancing Product-Level Differentiation and Recall Value


Dhanush prides itself on maintaining a strong human connection with its customers. Unlike
competitors that rely heavily on Discount Broking business models, Dhanush emphasizes
dedicated digital relationship managers to guide customers through their financial journey. It
aims to provide value to investors of all sizes—from those with as little as ₹500 to high-net-
worth individuals. However, in a highly digital and cost-sensitive environment, the challenge
lies in enhancing product-level differentiation and creating a strong recall value.

Your task is to tackle the following challenges and propose solutions:

1. Brand Building Strategies for Dhanush

○ Identify the unique challenges Dhanush faces as a new player in this saturated
industry
○ Suggest strategies to increase Dhanush’s visibility and credibility across India
2. Customer Experience Innovation:
○ How can Dhanush improve its app and service experience to strengthen customer
loyalty and recall value?
○ Suggest innovative features that emphasize the personal touch while leveraging the
digital interface
3. Industry Comparison and Adaptation:
○ Analyze successful customer retention and differentiation strategies from other
industries
○ Draw parallels from other industries and suggest strategies that can be adapted to
Dhanush’s model.

Instructions for Case Submission

• Participants are required to submit their solutions, adhering to the following deadlines:

1. Part 1 (Enhancing Product-Level Differentiation and Recall Value): Submission


deadline – February 15th, 2025. Based on this initial submission of Part 1, selected
participants will be informed on 16th February and proceed to Round 3 (the Offline
round)

2. Part 2 of the case prompt will be shared with Round 3 participants and they will be
required to submit their revised pitch deck by 20th February

• The Part 1 presentation should not exceed 7 slides (excluding the cover and closing
slides)

• The presentation must be concise, coherent, and easily comprehensible, following a


logical flow

• The file should be named as: TeamName_Dhanush

Judging Criteria for Round 2 and 3

• Presentation of pitch deck

• Clarity and Structure

• Viability of Solutions

• Depth of Analysis

• Confidence

• Ability to handle questions

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