In this practitioner-oriented research, we describe how “Zerodha” entered and disrupted the Indian stock trading industry through the use of technology by overcoming the challenges of (1) developing a new business offering that is accessible to all, (2) gaining trust across the community, and (3) fostering and growing their business ecosystem. Our case-based research illustrates how an organization can enter a well-established business area and create value by (1) rethinking the business model, (2) treating technology as a business enabler, (3) empowering the end user, and (4) proactively investing in the business and community. Based on Zerodha’s experiences, we provide guidelines and recommendations for other businesses contemplating to enter and disrupt an established industry by leveraging technology
