The story of Alice Blue Financial Services: A journey of ascent from sincere modest beginnings to spearheading Indian stockbroking

The company's motto of "growth inevitable" helped it achieve an impressive year-on-year growth of 245% in trade numbers and 275% in UCC accounts in 2019-20. Going strong, within the next decade, Alice Blue hopes to join the Fortune 500, break into the insurance sector, manage portfolios, and grow NRI clientele.

Alice Blue, led by its Founder and CEO Sidhavelayutham Mohan, has been steadily transforming the traditional landscape of Indian stock trading. It has consistently moved forward in leaps and bounds to streamline trading, adhere to the latest trends, and make stock trading an accessible affair for everyone. Ever since 2007, it has been writing its chronicle of growth and success by offering a-1 services and user-friendly technology to its clients to help them grow and fulfil their financial goals.

A peek into the inventive AliceBlue's team and its mark on the Indian financial market

Alice Blue's CEO, Sidhavelayutham Mohan, comes from the small town of Erode, India. He has a diverse educational background and holds a BBA from the University of Madras, an engineering degree in maintenance and aviation, an IIF degree in Management of Business Finance, and an IIM Bangalore postgraduate degree in a Management program for Entrepreneurs and Family Businesses.

After graduating, he worked as a project manager for a construction firm, wherefrom the winding journey of envisioning Alice Blue began. While working there, he realised that the current job did not align with his interests. He, therefore, resigned to pursue post-graduation and do something of his interest.

Soon enough, he discovered his vocation with the introduction of crude oil trading on MCX in 2007 and became motivated to learn more about the stock trading industry. After gaining more than a decade's worth of experience as a trader and business owner, Sidhavelayutham Mohan founded Alice Blue, a trading platform that guaranteed convenience and accessibility for everyone.

He built it from the ground up with a team of 5 and an MCX membership. The small caravan of 5 was eventually joined by Mr. Vijay (a former IIF classmate), and other valuable people, like Mr. Rajesh K, Mrs. Vasuki, and Mrs. Vijayalakshmi. Today, Alice Blue has grown from a workforce of 20 to over 400 employees, 15000 partners, and over 5 lakh clients, registering a Pan-India presence in 20 major cities.

Each of its members has helped Alice Blue grow into the well-known company it is today. For instance, Rajesh K, the director of Alice Blue, put tremendous effort into helping the business become well-known. Likewise, the appointment of Mr. Nagarjun as CTO in 2016, crucially helped Alice Blue in keeping up with technological advancements. The ANT Trading Platform, with highly advanced trading features comprising Ant Web and Ant Mobi tools, was introduced by Mr. Nagarjun in an effort to support simple and intuitive trading.

Alice Blue, owing to the concerted and tireless efforts of its entire team, has received numerous awards over the years, including "The Operational Excellence Leadership Award" from BFSI, "Best Stock Broker for New Investors" by the renowned Times Group, "Top 3 contributors in Equity Derivatives" by NSE, and many more.

In return for their efforts, the company has always demonstrated a fair commitment to the welfare of its team members by regularly praising them and planning different engagement activities.

Offerings

Currently, the Bangalore headquartered company has NSE, NCDEX, MCX-SX, NSE(EQ & FO), BSE (EQ & FO), CDSL, NSE Currency Membership, as well as Single Margin Facility. It offers initial public offerings (IPOs), mutual funds, and online trading in the equity and commodity segments.

With a focus on guaranteeing a positive trading experience for its clients, Alice Blue, routinely announces enticing offers. An example is the company's Freedom 15 (F15 Plan) brokerage plan offering reasonable margins and fairly low brokerage in the industry. The plan allows trading in the EQ Intraday, EQ Delivery, FUT, OPTION, Currency FUT, and Currency OPT segments on the NSE, BSE, and MCX exchanges for a flat fee of Rs. 15 per order and free trading in equity delivery and mutual fund investments. Recently, being a self-clearing broker, it also announced ZERO clearing fees for its clients starting from January 27, 2023, on Republic Day.

Market standing and the way forward

Alice Blue has been able to maintain a competitive edge in the market largely owing to its lucrative offers, strong partnerships with leading Indian financial institutions, reasonable brokerage fees for intraday & FNO trading, and cost-free investment options for stocks, mutual funds, and IPOs.

Moreover, its unique features, such as four times margin on equity cash and a free API for custom trading strategies, as well as other notable accomplishments, such as breakthroughs in KYC, the use of V 2.0 in PRO account activation, and the pledge of shares in MCX CCL, all bode well for the company's future.

The company's motto of "growth inevitable" helped it achieve an impressive year-on-year growth of 245% in trade numbers and 275% in UCC accounts in 2019-20. Going strong, within the next decade, Alice Blue hopes to join the Fortune 500, break into the insurance sector, manage portfolios, and grow NRI clientele.

As part of its commitment to the community, Alice Blue also donated 50 lacs to the PM Cares Fund during the Covid crisis and offered affected employees a 10k Covid Medical Reimbursement.

Alice Blue continues to grow and assist Indian traders in achieving their financial goals. It envisions accelerating India's transition to financial freedom through innovation and technology and emerging as the top choice of Indian traders and investors. Its expanding user base and successful track record so far, serve as a testament to its success story and the value of tenacity and perseverance in attaining success.

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