Groww Marketing Strategy 2024: A Case Study

In this case study, we will delve into Groww’s marketing approach and explore how they utilize digital and social media tactics to dominate the financial sector. We will analyze their user-friendly mobile app, educational content, referral program, customer support, strategic partnerships, and digital marketing efforts. Through a comprehensive marketing strategy, Groww has achieved significant success in the Indian market, attracting over 20 million registered users and establishing itself as a trusted online investment platform.

Key Takeaways:

  • Groww’s marketing strategy focuses on leveraging digital channels to reach a wide audience and attract new users.
  • The platform’s user-friendly mobile app and educational content empower users with investment knowledge and enhance their investing experience.
  • The referral program and strategic partnerships with financial institutions contribute to organic growth and expand Groww’s product offerings.
  • Groww’s strong presence on social media platforms like Facebook, Instagram, YouTube, and Twitter enables effective brand awareness and customer engagement.
  • The integrated marketing strategy, including influencer marketing and SEO, has played a crucial role in Groww’s success and market share growth in the brokerage industry.

Through their data-driven marketing approach, Groww has successfully positioned themselves as a key player in the Indian online brokerage market, capturing a significant market share of 20.35%. Despite the presence of competitors like Zerodha and Upstox, Groww’s strategic use of diverse marketing channels, including CTV, OTT, social media, YouTube, financial influencers, and SEO, has resulted in higher user engagement metrics and boosted click-through and conversion rates.

Groww’s digital marketing efforts, such as social media advertising, search engine marketing, content marketing, and email marketing, have enabled them to reach their target audience effectively. Additionally, their “Ab India Karega Invest” campaign targeting Tier 2 and Tier 3 cities, as well as the “Women’s Day Campaign- #One Step Closer,” showcases their commitment to inclusivity and addressing the gender wealth gap.

With a user-friendly mobile app, a wide selection of mutual funds, and a strong emphasis on customer support, Groww continuously strives to provide a seamless investing experience and build trust and loyalty among their users. The referral program incentivizes users to refer friends and family, further fueling organic growth and strengthening customer acquisition.

Strategic partnerships with financial institutions, asset management firms, and stockbrokers have expanded Groww’s product offerings and provided users with a comprehensive range of investment options.

In conclusion, Groww’s marketing strategy is a testament to their commitment to innovation, customer-centricity, and growth hacking. Through their integrated approach, they have successfully established themselves as a leading online investment platform, catering to the needs of millions of users and continuously shaping the future of digital investing.

About Groww: A Brief Introduction

Founded in 2016 by Lalit Keshre, Harsh Jain, Ishan Bansal, and Neeraj Singh, Groww has quickly emerged as a leading online investment platform in India. With a focus on simplifying the investment process, Groww has gained popularity among individuals, especially those under the age of 40, who are looking to grow their wealth and achieve their financial goals.

With over 20 million registered users, Groww offers a range of investment options to cater to diverse investor needs. Whether it’s mutual funds, stocks, gold, or more, users can easily explore and select from a plethora of investment avenues.

One of the key reasons behind Groww’s success is its user-friendly platform. The company’s mobile app, in particular, has seen a significant increase of 40% in user engagement since its launch. This speaks to the seamless experience and intuitive interface that Groww provides, making investing simple and accessible for all.

Furthermore, Groww’s commitment to customer satisfaction is evident in the various initiatives it has undertaken. The implementation of chat support within the app has resulted in a 50% decrease in customer support response time, ensuring that users receive prompt assistance when needed.

Additionally, strategic partnerships have played a crucial role in expanding Groww’s investment offerings. These partnerships have contributed to a notable 35% increase in the number of investment options available on the platform. Whether users are looking for traditional investment vehicles or exploring emerging opportunities, Groww aims to provide a comprehensive range of choices.

Groww’s dedication to building a strong brand presence is evident through its public relations efforts. These initiatives have boosted brand recognition by 20% among the target audience, creating a sense of trust and credibility.

Moreover, Groww has actively engaged with investors by conducting conferences in 52 cities over the course of 52 weeks. These events have served as a platform for investors to gain insights into investing nuances and make informed decisions about their financial future.

The rise of stock investing through platforms like Groww has been further fueled by the COVID-19 pandemic. With increased digital adoption and a focus on catering to the needs of millennials and GenZ, Groww has tapped into this market trend, enabling more individuals to start their investment journey.

To keep users up-to-date with financial news and insights, Groww launched a weekly finance newsletter called Groww Digest. This initiative has helped users stay informed and make informed investment decisions.

Lastly, Groww’s dedication to enhancing its reputation in the industry led to the utilization of influencer marketing. By partnering with influential personalities, Groww has further solidified its position as a trusted and reliable investment platform.

By combining technology, customer service, and a wide range of investment options, Groww has successfully created an ecosystem that empowers users to take control of their financial future.

Key Elements of Groww’s Marketing Strategy

Groww’s marketing strategy incorporates several key elements that have contributed to its success. By focusing on these critical aspects, Groww has been able to establish a strong presence in the Indian fintech sector.

User-Friendly Mobile App

One of the primary elements of Groww’s marketing strategy is its user-friendly mobile app. The app is designed to provide a seamless and intuitive investing experience for users of all levels of expertise. With its simple navigation and user-friendly interface, the Groww app has become a preferred platform for individuals looking to invest in mutual funds and stocks.

Educational Content

Groww recognizes the importance of empowering its users with knowledge. To achieve this, the company offers a wide range of educational content, including articles, videos, and tutorials. This educational content helps users understand the basics of investing, provides insights into different financial products, and equips them with the necessary skills to make informed investment decisions.

Referral Program

Groww’s referral program is another crucial element of its marketing strategy. The program incentivizes existing users to refer new customers to the platform. By offering rewards and benefits to both the referrer and the referee, Groww encourages its users to spread the word and drive customer acquisition. This strategy has proven to be effective in expanding the platform’s user base.

Customer Support

Providing excellent customer support is a priority for Groww. The company ensures that its users have access to prompt and reliable assistance whenever they need it. Through various channels, including chat support and email, Groww’s customer support team addresses user queries and resolves issues, thereby enhancing the overall user experience.


Groww has strategically formed partnerships with various financial institutions and service providers. These partnerships enable Groww to expand its product offerings and provide users with a diverse range of investment options. Collaborating with reputed organizations and leveraging their expertise strengthens Groww’s position in the market and adds value to its users.

Digital Marketing

Digital marketing plays a significant role in Groww’s marketing strategy. The company leverages digital channels, including social media, search engine optimization, content marketing, and online advertising, to increase brand visibility and reach its target audience. By employing effective digital marketing tactics, Groww has successfully created awareness, attracted new users, and established itself as a trusted brand in the industry.

By incorporating these key elements into its marketing strategy, Groww has been able to differentiate itself in the competitive Indian fintech market and achieve substantial growth. These strategic initiatives have not only attracted a large user base but also generated revenue for the company, positioning Groww as a leader in the industry.

Digital Presence of Groww

Groww, a prominent player in the financial services industry, has successfully established a strong digital presence across multiple platforms, enabling them to reach a wide audience and engage with their users effectively. By leveraging social media channels such as Facebook, Instagram, YouTube, and Twitter, Groww has been able to build a robust online community and enhance their brand visibility.

On Facebook, Groww shares informative and educational content that resonates with their target audience. They provide valuable insights into investing, financial planning, and market trends, helping users make informed decisions when it comes to managing their finances.

Instagram plays a crucial role in inspiring and informing Groww’s audience. Through visually appealing posts, reels, and stories, they showcase success stories, investment tips, and motivational content. By creating a visually engaging platform, Groww captivates the attention of their followers, further expanding their reach.

Their presence on YouTube is dedicated to offering educational videos and tutorials on investing and personal finance. By sharing comprehensive and well-produced content, Groww not only positions themselves as industry experts but also empowers their audience with the knowledge they need to make informed financial decisions.

Groww’s engagement on Twitter stands out for its real-time updates, market insights, and customer support. By actively participating in conversations and addressing user queries promptly, Groww has built a reputation for providing reliable and responsive customer service.

Through their strategic presence on these different social media platforms, Groww has succeeded in establishing a digital ecosystem that allows them to connect with millions of users, provide educational resources, and foster a sense of community among their users.

Platform Purpose
Facebook Share informative and educational content
Instagram Inspire and inform followers through visually appealing posts
YouTube Offer educational videos and tutorials on investing and personal finance
Twitter Provide real-time updates, market insights, and customer support

By maintaining an active and engaging digital presence across these platforms, Groww has been able to expand their reach, attract new users, and establish themselves as a trusted brand in the financial services industry.

Marketing Campaigns of Groww

Groww has been at the forefront of innovative and impactful marketing campaigns, driving awareness about investment opportunities and financial literacy. Through their strategic campaigns, they aim to engage with their target audience, promote inclusivity, and empower individuals to take control of their finances. Let’s explore some of Groww’s notable marketing initiatives.

‘Ab India Karega Invest’ Campaign

One of Groww’s most successful and influential campaigns is the ‘Ab India Karega Invest’ campaign. This campaign specifically targets Tier 2 and Tier 3 cities in India, where there is typically a knowledge gap when it comes to investments. Groww aims to bridge this gap by educating individuals about the benefits of investing and providing them with the necessary tools and resources.

As part of the ‘Ab India Karega Invest’ campaign, Groww has organized a series of events and workshops in 52 towns across India to spread awareness and promote financial literacy. This initiative has been instrumental in empowering individuals, enabling them to make informed investment decisions.

‘Investment ki Bhaasha’ Campaign

Another impactful campaign by Groww is the ‘Investment ki Bhaasha’ campaign. This campaign focuses on breaking down the barriers that prevent people, especially fence-sitters, from investing. Through engaging content and relatable messaging, Groww encourages individuals to overcome their apprehensions and take the first step towards a secure financial future.

Women’s Day Campaign

Groww’s Women’s Day campaign is designed to highlight the importance of women’s participation in investment and wealth-building. This campaign aims to address the gender wealth gap and empower women to take control of their financial journey. By featuring inspiring stories of successful women investors and providing tailored investment solutions, Groww is actively promoting financial independence and inclusivity.

Overall, Groww’s marketing campaigns demonstrate their commitment to making investing accessible, engaging, and empowering for people of all backgrounds. Through their innovative strategies and impactful messaging, Groww is revolutionizing the way individuals perceive and approach investments.

Testimonials from Clients Industries Served by Go To Groww in Influencer Marketing Process of Influencer Marketing
Samantha Lee, Director: Partnership boosted digital presence and sales. Travel Strategy Development: Understanding brand goals and identifying resonant influencers.
Michael Thompson, Director: Boosted digital game, driving bookings effectively. Manufacturing Campaign Execution: Designing and implementing engaging influencer campaigns.
Karen Walters, Vice President: Game changer enhancing brand visibility with tailored campaigns. Legal Performance Analysis and Optimization: Continuous monitoring and real-time data optimization.
Consumer Goods
Real Estate

Groww’s Strategic Marketing Channels

Groww employs a diverse range of strategic marketing channels to effectively reach and engage its target audience. By utilizing a combination of traditional and digital platforms, Groww ensures maximum visibility and brand recognition in the competitive investment market.

Connected TV (CTV) and Over-The-Top (OTT) Platforms

Groww understands the importance of reaching potential investors during peak viewing times. To achieve this, they leverage Connected TV (CTV) and Over-The-Top (OTT) platforms. By strategically placing advertisements on popular streaming services, Groww captures the attention of a captive audience, delivering their message and enticing users to explore the platform further.

Social Media Engagement

Social media platforms play a crucial role in Groww’s marketing strategy. With a strong presence on platforms like Facebook, Instagram, and Twitter, Groww actively engages with users, providing valuable information, updates, and customer support. By cultivating a sense of community and trust, Groww fosters long-term relationships with its users.

YouTube Education and Collaboration

YouTube is a key component of Groww’s marketing strategy, providing a platform for educational content and collaboration. Groww’s YouTube channel offers beginner-friendly videos that simplify complex investment concepts and provide guidance for first-time investors. In addition, Groww collaborates with financial influencers to enhance credibility and expand its reach to a wider audience.

Search Engine Optimization (SEO)

Groww recognizes the importance of organic traffic and search engine visibility. By implementing effective SEO strategies, Groww optimizes its website and content to achieve higher rankings in search engine results pages. This not only drives organic traffic to the platform but also establishes Groww as a trusted source of investment-related information.


Groww’s marketing channels encompass a comprehensive approach, combining traditional and digital platforms to target and engage their audience effectively. Through Connected TV and OTT platforms, social media engagement, YouTube education, influencer collaborations, and SEO optimization, Groww maintains a strong presence in the investment market, attracting and educating a wide range of users.

Results and Outcomes of Groww’s Marketing Strategy

Groww’s integrated marketing strategy has yielded impressive results and outcomes, solidifying their position as a prominent player in the brokerage industry. Through their data-driven approach and focus on client needs, Groww has effectively captured a considerable market share, currently standing at 20.35%.

Their marketing efforts have led to significant improvements in user engagement, evident in the enhanced click-through rates and conversion rates. By employing tailored strategies for each client and setting clear, measurable goals for every campaign, Groww has ensured that their marketing efforts lead to tangible outcomes.

One of the key factors contributing to the effectiveness of Groww’s marketing strategy is their commitment to utilizing solid data and analytics. By basing their decisions on reliable data, Groww has been able to make informed and targeted marketing choices, resulting in enhanced effectiveness and success.

In terms of financial performance, Groww has demonstrated remarkable growth. In the financial year 2023, Groww reported a total revenue of Rs 1,294 crore, marking a significant 252% increase from the previous year’s revenue. Moreover, their net profit skyrocketed to Rs 73 crore in 2023, a substantial leap from Rs 6.8 crore reported in the previous year. These impressive financial figures further substantiate the effectiveness of Groww’s marketing strategy.

Another outcome of Groww’s marketing strategy is the expansion of their customer base. In August, Groww boasted approximately 6.3 million active clients, showcasing a substantial increase in user engagement and market reach. It is worth noting that Groww had set its sights on surpassing its competitor, Zerodha, in terms of active users, with the aim of becoming India’s largest stock broking company.

Financial Year Total Revenue (in Rs crore) Net Profit (in Rs crore)
2023 1,294 73
2022 367.4 6.8

Furthermore, Groww has successfully diversified its offerings beyond retail broking. Currently, 90% of their revenue comes from retail broking, and through their app, they have expanded into credit and payments, providing digital payments, personal loans, and credit services. This expansion showcases the effectiveness and versatility of their marketing strategy in tapping into new markets and meeting the evolving needs of their clients.

In summary, Groww’s results and outcomes speak volumes about the effectiveness of their marketing strategy. By leveraging data, tailoring strategies, and setting clear goals, Groww has achieved remarkable growth, enhanced user engagement, and solidified its market presence.

Analysis of Groww’s Marketing Strategy

In evaluating Groww’s marketing strategy, several key elements stand out as contributing factors to its success. One of the notable aspects is the implementation of a diverse channel strategy, which allows Groww to effectively reach and engage different market segments.

Groww recognizes the importance of providing educational content to its audience. By offering resources that help investors make informed decisions, Groww positions itself as an authority in the industry. This educational approach not only builds trust but also cultivates customer loyalty, as users appreciate the value they receive beyond just a transactional relationship.

Furthermore, Groww’s marketing strategy is heavily influenced by data-driven insights. Leveraging the expertise of the data team, Groww has successfully optimized its marketing efforts based on real-time analytics. This approach allows them to allocate resources more efficiently and target their campaigns to the right audience segments.

By understanding market needs and leveraging data-driven insights, Groww has developed a marketing strategy that effectively combines the power of diverse channels, educational content, and targeted campaigns to attract and retain customers.

Automation and Efficiency

A significant achievement resulting from the data-driven approach is the automation and streamlining of processes. Previously, a considerable amount of time was invested in writing and managing custom data collection scripts manually. Not only was this time-consuming, but it also hindered the ability to generate insights and reports in a timely manner.

However, by automating the data pipeline process, Groww has significantly reduced report generation time. What used to take days to complete can now be done in under 30 minutes. This enhanced efficiency allows the team to focus more on analyzing data and deriving valuable insights that drive the marketing strategy forward.

The implementation of the Hevo Automated Data Pipeline Platform has seamlessly integrated data from various sources, such as MySQL, Freshdesk, Google Ads, and Facebook Ads, into the BigQuery Data Warehouse. This centralized data flow ensures accuracy and eliminates errors, minimizing the time spent on data transformation and error management.

Strategic Decision-Making and Growth Opportunities

By building a single source of truth and analyzing user behavior patterns, Groww gains valuable insight into its customer base. This information facilitates the creation of personalized in-house customer support products, further enhancing the user experience. Additionally, the data stack implementation empowers the product and engineering team to gain deeper insights, enabling the development of new products that were previously unattainable.

Groww’s marketing strategy acknowledges the potential of the Indian market, with only 20 million people actively investing in mutual funds despite a significant percentage of household savings being held in financial assets. With over 20 million registered users and a focus on the younger demographic, Groww has positioned itself to tap into the vast growth opportunities in the Indian market.

Statistic Value
Registered Users Over 20 million
Active Investors on NSE 6.63 million
Unique Equity F&O Traders in FY22 45.2 lakh
New Demat Accounts in December 2023 4.2 million
Active Clients on NSE in December 2023 36.2 million
New SIP Accounts in December 2023 1 million

With its flat-fee brokerage model and a wide selection of over 5,000 mutual funds, Groww provides a user-friendly platform for users to invest directly. By eliminating account opening fees and monthly maintenance costs, Groww ensures accessibility to a broader user base. Investors utilizing Groww’s direct mutual fund plan also enjoy an additional 1.5% earning potential.

In conclusion, Groww’s marketing strategy harnesses the power of a diverse channel approach, educational content, and data-driven insights. This approach has allowed Groww to establish itself as a leading player in the Indian market, while also creating opportunities for growth and continued success.

Lessons Learned from Groww’s Marketing Strategy

Groww’s marketing strategy provides valuable insights for digital marketers looking to enhance their outreach and drive customer engagement. The key takeaways from Groww’s approach include the implementation of a diverse channel strategy, the creation of educational content, and the utilization of data-driven insights.

Diverse Channel Strategy

Groww recognized the importance of reaching different market segments through various channels. By targeting urban Quintiles 4 and 3, as well as rural Quintiles 5 and 4, Groww strategically positioned itself to acquire users at a lower cost. This enabled them to offer a wide range of products that catered to the diverse needs of their user base. The adoption of a diverse channel strategy allowed Groww to maximize their reach and engagement with potential customers.

Educational Content

An integral part of Groww’s marketing strategy was the creation of educational content. Groww understood that many individuals in India had limited knowledge about mutual funds and other financial services. To bridge this gap, Groww developed informative and user-friendly content that provided valuable insights and guidance to potential investors. By offering educational content, Groww established themselves as a trusted source of information and built strong relationships with their audience.

Data-driven Insights

Data played a crucial role in shaping Groww’s marketing strategy. By leveraging data-driven insights, Groww was able to refine their marketing approach and optimize their resource allocation. The utilization of data allowed them to identify customer behavior patterns, understand market trends, and make informed decisions. This data-driven approach enabled Groww to continuously improve their marketing efforts and achieve better results.

Zerodha Groww
Twitter Followers 3 times less
YouTube Subscribers 4 times more
Instagram Followers 4 times more

By examining Groww’s marketing strategy, digital marketers can gain valuable insights into the power of a diverse channel strategy, the impact of educational content, and the importance of data-driven insights. Incorporating these lessons into their own marketing efforts can help marketers effectively engage their target audience and drive business growth.


Groww’s marketing strategy has been instrumental in its success as a leading online investment platform. By leveraging digital marketing channels and prioritizing customer engagement, Groww has achieved a significant market share and garnered a loyal user base of over 20 million registered users. Through its user-friendly interface, educational resources, and seamless onboarding process, Groww has created a positive user experience that resonates with its target audience, predominantly millennials and Generation Z.

The company’s strategic collaborations with financial influencers have strengthened its brand credibility and appeal, while its integrated marketing campaigns on social media platforms like Facebook, Instagram, Twitter, and YouTube have resulted in higher user engagement metrics and conversion rates. Moreover, Groww’s transparent fee structure and diverse range of investment options including stocks, mutual funds, ETFs, IPOs, and Futures and Options have further enhanced its market position.

While positive feedback highlights the ease of use and educational content provided by Groww, negative feedback focuses on the lack of advanced tools and features for advanced traders. Additionally, some users have reported slower response times from customer support. These areas provide opportunities for growth and improvement in the future.

In conclusion, Groww’s marketing success can be attributed to its customer-centric approach, effective digital marketing strategies, and commitment to providing a seamless investment experience. By studying Groww’s marketing strategy, marketers can gain valuable insights to enhance their own efforts and drive customer engagement in the competitive online brokerage industry.


What is Groww?

Groww is an online investment platform that aims to simplify the investment process for individuals under the age of 40. It offers a wide range of investment options, including mutual funds, through its user-friendly website and mobile app.

What are the key elements of Groww’s marketing strategy?

The key elements of Groww’s marketing strategy include a user-friendly mobile app, educational content, a referral program, customer support, strategic partnerships, and digital marketing efforts.

How does Groww maintain its digital presence?

Groww maintains its digital presence through various platforms, including Facebook, Instagram, YouTube, and Twitter. These platforms are used to connect with users, share engaging content, and provide educational resources.

What are some of Groww’s notable marketing campaigns?

Some of Groww’s notable marketing campaigns include “Ab India Karega Invest”, “investment ki bhaasha”, and the Women’s Day campaign. These campaigns focus on promoting financial literacy, encouraging investment, and highlighting the importance of women’s participation in investing.

Which marketing channels does Groww utilize?

Groww utilizes a diverse range of marketing channels, including Connected TV (CTV), Over-The-Top (OTT) platforms, social media (Facebook, Instagram, Twitter), YouTube, collaborations with financial influencers, and search engine optimization (SEO).

What are the results of Groww’s marketing strategy?

Groww has achieved a significant market share and has experienced improvements in user engagement metrics, including click-through rates and conversion rates.

How does Groww analyze its marketing strategy?

Groww’s marketing strategy is data-driven, and they utilize data insights to refine their marketing strategies and allocate resources for maximum impact.

What can digital marketers learn from Groww’s marketing strategy?

Digital marketers can learn the importance of a diverse channel strategy, the effectiveness of educational content, and the role of data-driven insights in optimizing marketing efforts by studying Groww’s marketing strategy.

What is the key takeaway from Groww’s marketing strategy?

The key takeaway from Groww’s marketing strategy is the importance of a comprehensive approach that incorporates user-friendly technology, educational content, strategic partnerships, and digital marketing to drive customer engagement and establish a trusted brand.
About the author

Nina Sheridan is a seasoned author at, a blog renowned for its insightful exploration of the increasingly interconnected worlds of business, technology, and lifestyle. With a keen eye for the dynamic interplay between these sectors, Nina brings a wealth of knowledge and experience to her writing. Her expertise lies in dissecting complex topics and presenting them in an accessible, engaging manner that resonates with a diverse audience.