Angel One is reinventing itself. But just sponsoring IPL and targeting HNIs won't cut it

Daybreak

One clear sign that Angel One—India’s third-largest discount broker—is serious about reversing its fortunes is that it bought itself a front-row seat at India’s most expensive distraction: the Indian Premier League.

That’s ambitious. Especially for a company that just flunked its latest earnings test.

Between fiscal year 2020 and 2024, Angel One proudly nuked its full-service past—no more phone calls, no more reports, no more advisers—and became a pure-play discount broker. Just an app, an order button, and some notifications. When the markets were roaring, that was enough.

But now, not quite. Enter Plan B: be a super-app.

Tune in.

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