With this addition, HDFC SKY users can buy units of HDFC Gold ETF on both the mobile app and web, while availing up to 70% funding under MTF and paying interest as per applicable MTF pricing (currently 1% per month on the funded amount). Standard MTF risk controls will continue to apply, helping investors manage leveraged positions prudently over the permitted holding period.

HDFC Gold ETF is an exchange-traded fund that seeks to generate returns aligned with the performance of gold, offering a convenient, low-cost, and demat-based way to participate in the precious metal without the hassles of physical storage. It also provides investors with portfolio diversification benefits and a potential hedge against market volatility and currency-related risks.

By enabling HDFC Gold ETF under MTF, HDFC Securities is expanding the universe of ETFs that can be purchased using leverage on HDFC SKY, alongside a growing list of index, sectoral, and thematic ETFs already available through its BSPL (Buy Stocks Pay Later) framework. Investors can monitor, top up, or square off their MTF positions seamlessly through HDFC SKY’s intuitive interface, which is designed to make advanced trading tools accessible to a wider base of retail investors.

Commenting on the launch, Mr. Dhiraj Relli, MD & CEO, HDFC Securities, said, “Gold continues to be a core allocation for Indian investors, both as a store of value and as a diversifier in volatile markets. By making HDFC Gold ETF available under Margin Trading Facility on HDFC SKY, we are giving our clients the flexibility to take calibrated, leveraged exposure to gold in a transparent, digital, and cost-efficient manner, while benefiting from the risk management guardrails built into our MTF framework. This is another step in our broader vision of using technology and product innovation to help investors build smarter, more resilient portfolios.”

In addition to HDFC Gold ETF, several other gold ETFs, including schemes from SBI, ICICI Prudential, Tata, Kotak, Axis, Mirae Asset, Zerodha, UTI, and Groww, are also available for MTF on HDFC SKY with funding levels typically ranging up to 60–70%, given that eligibility and percentages may change with risk and market conditions. This extended gold ETF basket provides investors with multiple options to access gold through a combination of diversified instruments and prudent leverage.

Investors are advised to carefully assess their risk appetite, understand MTF-related interest costs and terms, and read all relevant documents before availing the Margin Trading Facility. Leveraged investing can amplify both gains and losses, and is best used as part of a disciplined, long-term financial plan.

Through this partnership, HDFC SKY users can now access professionally curated portfolios of stocks and ETFs, strategically weighted to align with specific investment themes, strategies, and objectives. All portfolios available on the platform are managed by SEBI-registered Research Analysts (RA) with varied expertise ensuring professional oversight.

Commenting on the partnership, Mr. Dhiraj Relli, MD & CEO, HDFC Securities said, “We are excited to partner with smallcase to offer our clients a sophisticated yet accessible investment solution. Over the years smallcase has maintained its grasp on basket investing, offering curated themes and rebalancing options, serving as a transparent format to help investors reach their goals. With ETFs, the scope has expanded to multi-asset baskets including bonds, equities, and commodities enhancing asset allocation strategies.

For new customers, smallcase simplifies investing, reducing confusion and providing diversified, well-managed portfolios. This integration empowers our users to diversify their portfolios through professionally managed baskets while maintaining the simplicity and convenience of the HDFC SKY mobile experience.” added, Mr. Relli.

“This partnership marks a significant step in making high-quality investing accessible to more retail investors. With diversified portfolios, smallcase enables access for HDFC SKY customers to professionally managed portfolios in their demat accounts. Model portfolios are rapidly shaping the future of retail investing, and our partnership with HDFC SKY brings a wide catalog of strategies to everyday investors, making it easier than ever to build robust long-term portfolios with full control.”, said Vasanth Kamath, Founder & CEO, smallcase. 

The smallcase integration on HDFC SKY offers users a complete investment journey, including:

• Diverse Basket Options: Access to multiple investment baskets organized by themes and strategies, with transparent performance metrics and risk indicators

• Flexible Investment Modes: Choice between one-time investments or systematic investment plans (SIP) for disciplined wealth creation

• Real-time Portfolio Tracking: Comprehensive dashboard displaying portfolio valuation, active holdings, and pending actions

• Complete Transparency: Detailed information on basket composition, stock weights, rebalance schedules, and historical performance against benchmarks

HDFC SKY users can access smallcase directly through both the Mobile App Dashboard and the Web Dashboard. The smallcase platform offers an intuitive interface that enables investors to explore curated baskets, evaluate their underlying components, monitor performance, and execute investments effortlessly. Investors retain full control of their portfolios with features like comprehensive order tracking and convenient exit options for liquidating positions whenever they choose.

Watch the campaign films here:

• TVC 1
• TVC 2

Bengaluru, September 29, 2025: HDFC Securities, a leading stockbroking company and a subsidiary of HDFC Bank, today announced the launch of four new television commercials for its all-in-one investment platform, HDFC SKY. With this initiative, HDFC Securities signals a new era where research-backed insights once considered a premium service is now easily accessible to every retail investor across India through HDFC SKY App.

The campaign aims to raise awareness among both existing and prospective customers about the comprehensive offerings of HDFC SKY and seeks to position research as the key differentiator in wealth creation. Additionally, this move highlights how HDFC SKY is redefining the investing experience by combining three powerful advantages viz. free researched stock recommendations, a flat and transparent brokerage of Rs. 20 per order, and a comprehensive, all-in-one platform catering to every investment need.

Developed by creative and content agency Steve Priya, under the creative direction of founders Steve Mathias and Priya Pardiwalla, the television commercials focus on integrating various aspects of investment decision-making such as thorough research and analysis, diversification strategies, risk management, the use of technological tools, and strategic approaches like stop-loss, GTT orders etc.

The need for such an initiative is pressing. A SEBI study reveals that nine out of ten retail traders in equity derivatives incur losses, with average annual losses exceeding ₹1.1 lakh. Much of this stems from decisions made without structured analysis or credible research. Unlike conventional discount brokers, HDFC SKY merges expert research-backed by over 25 years of HDFC Securities’ market experience with the simplicity and affordability of discount broking. The research coverage spans a wide range of sectors, including Banking & Financial Services, Automotive, Consumer Goods, Information Technology, Healthcare, Metals, Oil & Gas, Building Materials, Fast Moving Consumer Goods, and many more.

Commenting on the launch, Puneeth Bekal, EVP & CMO of HDFC Securities, said, “For too long, Indian investors have had to choose between affordability and quality. With HDFC SKY, we are breaking that compromise. Research is the backbone of successful investing, and we believe it should be accessible to all, not just a privileged few. By offering premium research-driven stock recommendations at zero cost, backed by over two decades of expertise, we are democratizing informed decision-making. Coupled with transparent, flat brokerage and a comprehensive investment platform, HDFC SKY is more than just an app it’s our commitment to making investing more responsible, guided, smarter, simpler, and inclusive for India’s next generation of investors.”

Adding a perspective, Founders of Creative and Content Agency Steve Priya, said, “Our challenge was to showcase the power of research in a way that was relatable and not intimidating. We wanted to challenge the stereotype that investing is either boring or overwhelming. The campaign films do this with humour and a touch of surprise—what if a team of sharp-suited experts suddenly appeared from the sky, offering free research and advice? That’s exactly what HDFC SKY delivers, right from your mobile device. The creative idea of experts dropping from the ‘Sky’ dramatizes how powerful research and seamless investing have been made accessible to every investor.”

The campaign unfolds through a four-film series. The first film features a 30-year-old man relaxing at home when five suited professionals suddenly appear across his coffee table, promising him in-depth research, analysis, and stock picks—all free of charge. When he skeptically asks for the catch, they reply, “You can thank us if you like.” Confused, he wonders if they’ve fallen from the sky, only to realize they are in his phone, brought alive by the HDFC SKY app. He humorously asks, “Aap kya Aasman se tapak pade?” to which they respond, “Sky se! HDFC SKY—All-in-One Investment App.” Through humor and surprise, the film metaphorically demonstrates how SKY brings expert research and comprehensive investing straight from the ‘Sky.’

HDFC SKY’s Three-Pillar Value Proposition:

• Free Researched Stock Picks: Access to expert, research-driven recommendations in real-time, powered by over 25 years of market expertise from HDFC Securities.

• Flat, Transparent Pricing: Just Rs. 20 per order—no hidden charges or surprises.

• All-in-One Investment Platform: Supports investments across equities, mutual funds, ETFs, MTF, futures & options, commodities, and currencies—all within a single app.

Through this campaign, HDFC Securities emphasizes that the future of investing in India must be rooted in research, transparency, and trust. HDFC SKY embodies this vision, empowering investors nationwide to take control of their financial journeys with confidence, clarity, and conviction.

In response to this launch, Sandiip Bhardwaj, COO & CDO of HDFC Securities, remarked, “Our younger investors, especially those aged 18 to 25, represent a dynamic and transformative segment of India’s demographic landscape. While the appeal of online tips and the promise of instant success can be enticing, it is crucial for them to place their trust in reliable research.”

“Navigating the complexities of the stock market requires a comprehensive understanding of market trends, effective risk management, and various strategies. These competencies are best developed through education. Relying on tips can result in misinformed decisions and potentially significant financial setbacks. We strongly encourage our youth to leverage the research recommendations available on HDFC SKY and to enhance their financial knowledge and skills through our learning module, SKY Learn,” he emphasized.

The newly launched Youth Plan, designed for customers under the age of 25, offers an exceptional opportunity for young investors. With no brokerage or account maintenance charges across various segments including equity, derivatives, mutual funds, exchange traded funds, currency, and commodities, this plan enables young investors to engage in both delivery and intraday trading without incurring extra costs during its first year. Customers can unlock all the features of the Youth Plan for a nominal fee of just Rs. 499 per year.

In addition to the core offerings, users will benefit from exclusive guidance tailored specifically for the youth, provided by our in-house experts. This guidance will include a practical, actionable journey, featuring expert research recommendations to help young and new investors successfully navigate the markets.

As part of our SKY Learn initiative aimed at expanding financial knowledge and skills, HDFC SKY has released a large amount of informative content across formats which will engage with the youth. The content covers a diverse range of topics, including ETFs, MTFs, Derivatives, Stock SIPs, IPOs, Mutual Funds, and more. Additionally, users will benefit from exclusive webinars, instructional videos, valuable learning tools, and complimentary access to expert forums, all at no additional cost. HDFC SKY is committed to providing its users with the resources they need to expand their financial knowledge and confidence.

Key Features of the HDFC SKY’s Youth Plan:

• Zero Brokerage across segments: Investors can invest through Equity, Derivatives, Currency, and Commodities without incurring brokerage charges, facilitating a cost-effective entry into the market.

• Research-Backed Financial Advisory: HDFC SKY provides an opportunity for investors to make decisions backed by research-driven insights from a dedicated team of in-house analysts specializing in both fundamental and technical evaluations for across asset classes.

• Access to Comprehensive Analytical Tools: HDFC SKY offers a suite of analytical tools, including technical charts, historical data, price alerts, and stop-loss recommendations, to guide clients on their investment journeys.

• No-Cost Access to Exchange Traded Funds (ETFs): Investors can invest across a spectrum of ETFs including Equity, Sectoral, Bond, Debt, Gold, International, Index, Commodity, Thematic, and more without brokerage fees for the duration of their association with HDFC SKY. Furthermore, Investors could further benefit from research-backed ETF recommendations on HDFC SKY thereby driving diversification of their portfolio with higher transparency and flexibility.

• Margin Trading Facility (MTF) to attract Zero interest for first 30 days and 1% Monthly from thereon: The MTF offered by HDFC SKY will enhance the buying power of the youth thus, increasing potential for higher returns, greater diversification, and improved flexibility in trading and payments.

• User-Friendly Mobile App: Investors can access all HDFC SKY features through a robust and intuitive discount broking platform, enabling seamless investment management from their smartphones.

• Educational Resources: Investors will have access to an extensive array of educational content on SKY Learn, featuring webinars, tutorials, and interactive workshops that cover a range of investment topics covering derivatives, financial planning, initial public offerings (IPOs), trading and investing, personal finance, investment strategies, and more, all aimed at fostering a secured and prosperous future.

• Investment Workshops and Seminars: Regularly scheduled events will focus on market trends, investment strategies, and financial planning, keeping young investors informed and engaged.

HDFC SKY is committed to promoting financial literacy and empowering young investors to take charge of their financial futures. The Youth Plan is now available for sign-up on the HDFC SKY website and mobile app.

Bengaluru, October 25, 2024 – HDFC SKY, one of India’s premier discount broking platforms, is excited to announce a transformative set of offers aimed at significantly lowering transaction costs for its valued customers. The company has implemented a substantial 20% reduction in the interest rate for its Margin Trading Facility (MTF), decreasing it from 15% to a competitive 12% per annum, which translates to just 1% per month. In a further bid to support investors, HDFC SKY is now offering zero brokerage fees on transactions involving Exchange-Traded Funds (ETFs). These strategic enhancements are designed to elevate the customer experience, foster new investment avenues, and democratize trading options for users across the board.

“At HDFC SKY, our mission is to prioritize the financial interests of our clients,” said Mr. Dhiraj Relli, Managing Director & CEO of HDFC Securities. “Reducing our MTF interest rate and eliminating brokerage fees on ETF trades solidifies our commitment to providing cost-effective financial solutions. We are confident these changes will empower our clients to refine their trading strategies and maximize their investment outcomes.”

Mr. Relli elaborated on the advantages these adjustments bring, stating, “Investors now can lower their borrowing costs with our MTF, allowing them to increase their investing potential without the financial strain of high-interest payments. Furthermore, the removal of brokerage fees on ETF investments facilitates portfolio diversification, motivating broader engagement in the capital markets.”

Mr. Sandiip Bhardwaj, Chief Operating & Digital Officer at HDFC Securities, highlighted the significant benefits of both the MTF and ETFs, explaining, “Our Margin Trading Facility provides investors with amplified buying power, paving the way for enhanced returns, greater diversification, and increased flexibility in trading and payments. Additionally, ETFs offer a sophisticated asset class with flexibility; they undergo regular rebalancing and can be traded seamlessly, an option which Mutual Funds don’t offer.”

“With HDFC SKY, investors have access to a comprehensive array of 219 listed ETFs, opening doors to enhanced diversification, lower transaction costs, improved liquidity, transparent pricing, heightened tax efficiency, and exposure to a variety of sectors and asset classes,” Mr. Bhardwaj added.

HDFC SKY is also dedicated to providing market participants with research-driven insights from a team of in-house analysts who specialize in both fundamental and technical evaluations, assisting investors in making informed decisions.

The platform boasts a comprehensive suite of analytical tools, including technical charts, historical data, price alerts, and stop-loss recommendations, to further guide clients in their trading journeys. Investors can explore an array of ETFs, including Index ETFs, Gold ETFs, and specialized options focusing on sectors like banking, infrastructure, liquid assets, and international markets.

The recent reduction in MTF interest rates, alongside the introduction of zero brokerage on ETFs, underscores HDFC Securities’ ongoing commitment to delivering value-driven financial services tailored to the needs of its clients.