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Journal of Indian Institute of Management Bangalore

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The Indian Institute of Management Bangalore (IIMB) believes in building leaders through holistic, transformative and innovative education

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Doctoral scholar Sanchit Jain publishes case study with Harvard Business Publishing

‘smallcase: A Disruptive Business Model in India’, is co-authored with Dr. Vibhu Teraiya, Great Lakes Institute of Management, Chennai

27 December, 2024, Bengaluru: IIMB PhD scholar Sanchit Jain, a Chartered Accountant in the Finance & Accounting area at IIM Bangalore, recently had his project ‘smallcase: A Disruptive Business Model in India’, be published as a case study with Harvard Business Publishing.

Co-authored with IIMB faculty Prof. Ashis Mishra, Marketing area, and Dr. Vibhu Teraiya, Great Lakes Institute of Management, Chennai, it explores the innovative approach of Smallcase, a fintech startup founded in 2015 by three IIT Kharagpur graduates, to revolutionize retail investing in India's equity markets. By offering curated thematic portfolios of stocks and ETFs called smallcases, the company simplifies equity investment for individual investors, enabling diversification and alignment with specific investment themes.

Over the years, Smallcase has achieved substantial growth, amassing over 1 crore+ users and facilitating ₹95,000 crore in transactions. Its collaborative ecosystem, comprising brokers, advisors, and wealth management platforms, transformed how Indians perceive equity investments. The company’s reliance on SEBI-registered professionals ensured a high degree of trust and expertise. The journey wasn’t devoid of challenges. Strategic questions around scaling, profitability, and competitive positioning are examined as Smallcase navigates India's dynamic fintech landscape.

The case study, which outlines more than just a fintech success story, aims to help startups use customer centricity to disrupt existing businesses. It also seeks to identify value propositions and devise promotional strategies in the Business to Business (B2B) and Business to Consumer (B2C) business models.