My Startup story is on Zerodha - A bootstrap startup with no funding and no marketing and is profitable with a profit of Rs.1,122 crores in FY21, which was started in 2010.

The founders of Zerodha - Nikhil Kamath and Nithin Kamath (Kamath Brothers), observed a fundamental problem in stock exchanges of hefty brokerage fees. They decided that they would solve that problem by reducing brokerage fees by going online and using the power of the internet. They will trade in high volumes and earn money because of that.

The main thing was that they focused on consumers and tried to solve their problems. They focused on consumer behavior and changes, giving them apparent leverage over other brokerage firms. Zerodha’s story teaches that one can set up a league by solely focusing on the customer and trying to solve their problems. Understanding consumer behavior is one of the most important for the success of a startup.