HDFC Securities Launches Roots

HDFC Securities has launched Roots, a dedicated platform providing comprehensive investor education and market analysis. 

The site offers multiple forms of valuable information, including articles, bite-sized tips, podcasts by experts, video tutorials and explainers, and live social media feed on the Indian financial markets. The biggest USP of the platform is that it produces content which are being searched on Google by current or prospective investors and traders.

“In the last few years, especially during Covid, there has been a lot of interest generated for equity markets. One would also notice the number of influencers who all are trying to make understanding of capital markets easy for new investors. A well-constructed and snackable content offering works best nowadays, which will help to cut the learning curve for customers. Though structured learning is still appreciated, we thought of bringing unstructured learning to the foray where content is curated based on what is being searched on the internet by investors. This is helping us create relevant content, addressing the immediate requirement of investors” states Navanil Sengupta, Chief Marketing Officer at HDFC Securities.

Additionally, the portal has a component for user-generated content (UGC), where traders and investors can recommend subjects they want to learn more about.  

The Indian audience's ability to absorb information and how quickly that information is turned into investment decisions would be affected more broadly by Roots.