The comparison between Axis Direct, ICICI Direct, and Dhan highlights the major differences in their services and features, including overall ratings, brokerage charges, trading platforms, investment offerings, and customer service quality. Axis Direct is known for its user-friendly trading experience and reliability, while Icici Direct stands out for offering competitive brokerage rates and an advanced mobile trading platform. Dhan provides an excellent balance of technology, research tools, and responsive customer support. In terms of active clients, the brokers report approximately 4.4 lakh, 99 Lakhs, and 982,814 users respectively, reflecting their popularity among investors. Overall, this comparison of Axis Direct, ICICI Direct, and Dhan helps traders and investors choose the most suitable broker based on features, pricing, and platform performance.
Services / Features
The services/features comparison between Axis Direct, ICICI Direct, and Dhan reveals significant differences in their offerings. Axis Direct provides 4 for Overall Rating, while ICICI Direct offers 4 and Dhan features 4.4.
| Services / Features | Axis Direct | ICICI Direct | Dhan |
|---|---|---|---|
| Overall Rating | ★★★★★ | ★★★★★ | ★★★★★ |
| Brokerage Charges | ★★★★★ | ★★★★★ | ★★★★★ |
| Trading Platform | ★★★★★ | ★★★★★ | ★★★★★ |
| Investments Offering | ★★★★★ | ★★★★★ | ★★★★★ |
| Customer Service | ★★★★★ | ★★★★★ | ★★★★★ |
| Broker Type | Full Service Broker | Full Service Broker | Discount Broker |
| Exchanges Supported | NSE, BSE, MCX | NSE, BSE | NSE, BSE, MCX |
| Active Clients | 4.4 lakh | 99 Lakhs | 982,814 |
| Broker Overview | Axis Direct Review | ICICI Direct Review | Dhan Review |
Account Opening Charges and AMC
The account opening charges and AMC comparison between Axis Direct, ICICI Direct, and Dhan reveal significant differences in their offerings. Axis Direct provides Free trading and demat account opening, while ICICI Direct offers N/A and Dhan features Free.
| Account Opening Charges and AMC | Axis Direct | ICICI Direct | Dhan |
|---|---|---|---|
| Trading Account Opening | Free | — | Free |
| Trading AMC | ₹ 790 | ₹300 per year | Zero |
| Demat Account Opening | Zero | — | Free |
| Demat AMC | ₹ 790 | ₹300 per year | Zero |
| Provide DP Service | Yes | Yes | Yes |
Brokerage Plans
The brokerage plans comparison between Axis Direct, ICICI Direct, and Dhan reveals significant differences in their offerings. Axis Direct provides - plans, while ICICI Direct offers N/A and Dhan features No.
| Brokerage Plans | Axis Direct | ICICI Direct | Dhan |
|---|---|---|---|
| Multiple Plans | - | — | No |
| Monthly Plans | - | — | No |
| Yearly Plans | - | — | No |
Brokerage Charges
This comparison between Axis Direct, ICICI Direct, and Dhan reveals significant differences in their brokerage charges. Axis Direct charges N/A brokerage on equity delivery and intraday, N/A for futures, and N/A for options. ICICI Direct charges 0.29% brokerage on equity delivery and intraday, 0.022%/0.007% for Prime plans for futures, and ₹49 per lot or ₹9 per lot for the Prime 9,999 plan for options. Dhan charges Zero brokerage on equity delivery and intraday, ₹20 or 0.03% per executed order for futures, and ₹20 per executed order for options.
| Brokerage Charges | Axis Direct | ICICI Direct | Dhan |
|---|---|---|---|
| Plan Name | - | ||
| Equity Delivery | 0.29% | Zero | |
| Equity Intraday | 0.022% or 0.007% | ₹20 or 0.03% per executed order | |
| Equity Futures | 0.022%/0.007% for Prime plans | ₹20 or 0.03% per executed order | |
| Equity Options | ₹49 per lot or ₹9 per lot for the Prime 9,999 plan | ₹20 per executed order | |
| Currency Futures | ₹20 per order | NA | |
| Currency Options | ₹20 per order | NA | |
| Commodity Futures | |||
| Commodity Options | |||
| Hidden Charges | No | Zero | Zero |
| Call & Trade Charges | ₹20 | ₹50 per order | ₹50 + GST |
| Auto Square Off Charges | ₹20 per lot | ₹50 per order | ₹20 + GST |
| Brokerage Calculator | Dhan Brokerage Calculator |
Transactions Charges
This comparison between Axis Direct, ICICI Direct, and Dhan reveals significant differences in their transactions. Axis Direct provides NSE Rs 297 per Cr (0.00297%) | BSE Rs 375 per Cr (0.00375%) (sell side) for Transaction Charges Equity Delivery, while ICICI Direct offers NSE: 0.00307% | BSE: 0.00375% and Dhan features BSE: 0.00375% NSE: 0.00297%.
| Transactions Charges | Axis Direct | ICICI Direct | Dhan |
|---|---|---|---|
| Equity Delivery | NSE Rs 297 per Cr (0.00297%) | BSE Rs 375 per Cr (0.00375%) (sell side) | NSE: 0.00307% | BSE: 0.00375% | BSE: 0.00375% NSE: 0.00297% |
| Equity Intraday | NSE Rs 297 per Cr (0.00297%) | BSE Rs 375 per Cr (0.00375%) (sell side) | NSE: 0.00307% | BSE: 0.00375% | BSE: 0.00375% NSE: 0.00297% |
| Equity Futures | NSE Rs 173 per Cr (0.00173%) | BSE Rs 0 | NSE: 0.00183% | BSE: 0 | NSE: 0.00173% BSE: 0 (Zero) |
| Equity Options | NSE Rs 3503 per Cr (0.03503%) | BSE Rs 325 per Cr (0.00325%) (on premium) | NSE: 0.03553% (on premium) | BSE: 0.0325% (on premium) | NSE: 0.03503% (on premium) BSE (Index): 0.0325% (on premium) |
| Currency Futures | NSE Rs 35 per Cr (0.00035%) | BSE Rs 45 per Cr (0.00045%) | — | NA |
| Currency Options | NSE Rs 3110 per Cr (0.0311%) | BSE Rs 100 per Cr (0.001%) (on premium) | — | NA |
| Commodity | — | 0.0418% on Premium | NSE: 0.0001% MCX: 0.0021% |
Account Features
These are the notable distinctions in the account features of Axis Direct, ICICI Direct, and Dhan when compared.
| Account Features | Axis Direct | ICICI Direct | Dhan |
|---|---|---|---|
| 3-in-1 Account | Yes | Yes | No |
| Charting | Yes | Yes | Yes |
| Algo Trading | Yes | Yes | Yes |
| SMS Alerts | Yes | Yes | Yes |
| Online Demo | Yes | Yes | Yes |
| Online Portfolio | Yes | Yes | Yes |
| Margin Trading Funding Available | Yes | Yes | Yes |
| Combined Ledger for Equity and Commodity | Yes | Yes | Yes |
| Intraday Square-off Time | 3:20 PM | 3:20 PM | 3:20 PM |
| NRI Trading | Yes | Yes | No |
Trading Platforms
The trading platforms comparison between Axis Direct, ICICI Direct, and Dhan reveals significant differences in their offerings. Axis Direct, ICICI Direct and Dhan provide web trading platforms and mobile trading platforms.
| Trading Platforms | Axis Direct | ICICI Direct | Dhan |
|---|---|---|---|
| Web Trading Platform | Yes | Yes | Yes |
| Web Trading Detail | Axis Direct | ICICI Direct | Dhan |
| Mobile Trading | Yes | Yes | Yes |
| Mobile Trading App | Yes | Yes | Yes |
| Android Mobile App | Yes | Yes | Yes |
| Android App Download | Yes | Yes | Yes |
| iPhone Mobile App (iOS) | Yes | Yes | Yes |
| iOS App Download | Download | Download | |
| Android Tablet App | Yes | Yes | Yes |
| iPad App (iOS) | Yes | Yes | Yes |
| Trading Software Charges | Nil | Nil | Zero |
Broker Ratings
The broker ratings comparison between Axis Direct, ICICI Direct, and Dhan reveals significant differences in their offerings. Axis Direct provides 4.2 for Fees Ratings, while ICICI Direct offers 4.3 and Dhan features 4.5.
| Broker Ratings | Axis Direct | ICICI Direct | Dhan |
|---|---|---|---|
| Fees Ratings | 4.2 | 4.3 | 4.5 |
| Trading Brokerage Rating | 4.0 | 4.4 | 4.6 |
| Trading Platform Usability | 4.2 | 4.4 | 4.4 |
| Customer Service Ratings | 4.1 | 4.3 | 4.3 |
| Overall Ratings | 4.2 | 4.3 | 4.4 |
Investment Offerings
This comparison between Axis Direct, ICICI Direct, and Dhan reveals significant differences in their investment offerings. Axis Direct provides investment offerings in Yes, mutual funds and offers trades in currency and commodities, while ICICI Direct provides investment offerings in Yes, mutual funds and offers trades in currency and commodities and Dhan provides investment offerings in Yes, mutual funds and does not offer trades in currency and commodities.
| Investment Offerings | Axis Direct | ICICI Direct | Dhan |
|---|---|---|---|
| Equity Cash and F&O | Yes | Yes | Yes |
| Currency Derivatives | Yes | Yes | No |
| Commodity | Yes | Yes | Yes |
| Online IPO Application | Yes | Yes | Yes |
| Mutual Funds | Yes | Yes | Yes |
| Bond / NCD | Yes | Yes | Yes |
| ETF | Yes | Yes | Yes |
| Banking | Yes | Yes | No |
| Insurance | Yes | Yes | No |
| Forex | Yes | Yes | No |
| MF SIP Investment | Yes | Yes | Yes |
| Equity SIP Investment | Yes | Yes | Yes |
| PMS Service | Yes | Yes | No |
| Other Investment Options | Yes | Yes | Yes |
Customer Support
The comparison between Axis Direct, ICICI Direct, and Dhan reveals significant differences in their Customer Support. Axis Direct provides Yes, while ICICI Direct offers Yes and Dhan features Yes.
| Customer Support | Axis Direct | ICICI Direct | Dhan |
|---|---|---|---|
| 24/7 Customer Service | Yes | Yes | Yes |
| Email Support | Yes | Yes | Yes |
| Online Live Chat | Yes | Yes | Yes |
| Phone Support | Yes | Yes | Yes |
| Toll Free Number | Yes | — | Yes |
| Through Branches | Yes | — | Yes |
| Customer Care Number | 022-40508080 | 022 3355 1122 | (+91) 9987761000 |
| Account Opening Process | Online/Offline | Online/Offline | Online/Paperless |
| Customer Support Email | [email protected] | [email protected] | [email protected] |
| Knowledge Center / Education | https://simplehai.axisdirect.in/learn/overview | — | https://dhan.co/blog/ |
| Head Office Address |
Unit 002 A, Building – A, Agastya Corporate Park, Piramal Realty, Kamani Junction, Kurla West, Mumbai – 400 070 |
ICICI Venture House, |
Unit No. 2201, 22nd Floor, Gold Medal Avenue, S.V. Road, Beside Patel Petrol Pump, Piramal Nagar, Goregaon West, Mumbai – 400104 |
| Website | https://simplehai.axisdirect.in/ | https://www.icicidirect.com/ | https://dhan.co/ |
Research and Reports
The research and reports comparison between Axis Direct, ICICI Direct, and Dhan reveals significant differences in their offerings.
| Research and Reports | Axis Direct | ICICI Direct | Dhan |
|---|---|---|---|
| Research Mutual Funds | Yes | Yes | Yes |
| Research Equity Reports | Yes | Yes | Yes |
| Research ETF | Yes | Yes | Yes |
| Daily Market Report | Yes | Yes | Yes |
| Free Tips | No | No | No |
| Quarterly Result Analysis | Yes | Yes | Yes |
| News Alerts | Yes | Yes | Yes |
Demat Account Charges
This comparison between Axis Direct, ICICI Direct, and Dhan reveals significant differences in their demat account charges. Axis Direct provides CDSL & NSDL for DP Source, while ICICI Direct offers NSDL & CDSL and Dhan features CDSL.
| Demat Account Charges | Axis Direct | ICICI Direct | Dhan |
|---|---|---|---|
| DP Source | CDSL & NSDL | NSDL & CDSL | CDSL |
| DP ID | NSDL - 300484 | CDSL - 12049200 | — | 289-2016 |
| Demat Account Annual Maintenance Charges (AMC) | Rs 750 per year | Rs 700 | Zero |
| Advance Deposit | No | No | Zero |
| Transaction Charges on Debit (Per ISIN) | — | — | — |
| Demat | Rs 5 per certificate subject to minimum of Rs 50 per request, whichever is higher | ₹50 | ₹12.50 per instruction + GST |
| Remat | Rs 20 for every 100 securities or part thereof or Rs 50 per request whichever is higher | ₹25 + CDSL charges | ₹12.50 per instruction + GST |
| Pledge Creation | Rs 50 per instruction | ₹25 + GST | ₹15 per instruction + GST |
| Pledge Creation Confirmation | Nil | ₹25 + GST | Yes |
| Pledge Closure | Rs 50 per instruction | ₹25 + GST | ₹15 per instruction + GST |
| Pledge Closure Confirmation | Nil | ₹25 + GST | Yes |
| Pledge Invocation | Rs 50 per instruction | ₹25 + GST | ₹15 per instruction + GST |
| Failed Instruction Charges | Rs 10 per Instruction | NA | ₹100 + GST |
| Other Charges | — | NA | Zero |
Advantages and Disadvantages
| Broker | Pros | Cons |
|---|---|---|
| Axis Direct |
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| ICICI Direct |
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| Dhan |
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User Experience: Buying Stocks
Axis Direct – User Trading Experience
Account Opening Experience: Users benefit from a 3-in-1 integrated banking setup, making fund transfers seamless.
Platform & Order Execution: The platform rating is 4/5. Mobile trading app ensures real-time order execution and portfolio tracking.
Brokerage Transparency: Intraday brokerage is competitive, and charges are shown before order confirmation.
Advanced Features: Supports algorithmic trading for strategy-based investors. Margin trading facility increases buying power.
Research & IPO: Provides equity research reports. Supports online IPO applications.
Customer Support: Customer service rating is 4.1/5.
Market Presence: Around 4.4 lakh active clients use this broker.
ICICI Direct – User Trading Experience
Account Opening Experience: Users benefit from a 3-in-1 integrated banking setup, making fund transfers seamless.
Platform & Order Execution: The platform rating is 4/5. Mobile trading app ensures real-time order execution and portfolio tracking.
Brokerage Transparency: Intraday brokerage is 0.022% or 0.007%, and charges are shown before order confirmation.
Advanced Features: Supports algorithmic trading for strategy-based investors. Margin trading facility increases buying power.
Research & IPO: Provides equity research reports. Supports online IPO applications.
Customer Support: Customer service rating is 4.3/5.
Market Presence: Around 99 Lakhs active clients use this broker.
Dhan – User Trading Experience
Account Opening Experience: Account opening is fully online with digital KYC, typically activated within 1–3 working days.
Platform & Order Execution: The platform rating is 4.4/5. Mobile trading app ensures real-time order execution and portfolio tracking.
Brokerage Transparency: Intraday brokerage is ₹20 or 0.03% per executed order, and charges are shown before order confirmation.
Advanced Features: Supports algorithmic trading for strategy-based investors. Margin trading facility increases buying power.
Research & IPO: Provides equity research reports. Supports online IPO applications.
Customer Support: Customer service rating is 4.3/5.
Market Presence: Around 982,814 active clients use this broker.
Frequently Asked Questions
The account opening charges vary significantly: Axis Direct charges Free, ICICI Direct charges Not specified, and Dhan charges Free. When considering AMC, investors should evaluate the overall cost structure along with the features and services provided by each broker.
Brokerage charges differ across platforms: Axis Direct offers Not specified for equity intraday, ICICI Direct provides 0.022% or 0.007%, and Dhan charges ₹20 or 0.03% per executed order. The actual costs may vary based on trading volume, account type, and specific plans offered by each broker.
All three brokers provide diverse investment opportunities: Axis Direct offers 4, ICICI Direct provides 4, and Dhan features 4.6. The platforms support equity trading, derivatives, mutual funds, and other financial instruments suitable for different investor profiles.
Customer support quality varies: Axis Direct has 4 support, ICICI Direct offers 4, and Dhan provides 4.3. Support channels typically include phone, email, live chat, and branch services, with response times and availability differing between brokers.
Platform usability ratings show: Axis Direct with 4.2, ICICI Direct with 4.4, and Dhan with 4.4. The best interface depends on individual preferences - some users prefer simplicity while others need advanced features and customization options.
Yes, mutual fund and stock investing is available across all platforms: Axis Direct (Yes), ICICI Direct (Yes), and Dhan (Yes). All three brokers provide comprehensive access to equity markets and mutual fund investments through their respective platforms.
For beginners, the choice depends on specific needs: Axis Direct offers user-friendly platforms with educational resources, ICICI Direct provides competitive pricing with intuitive interfaces, and Dhan combines ease of use with comprehensive investment options. Beginners should consider factors like ease of account opening, customer support quality, educational content, and platform simplicity when making their decision.
All three brokers offer robust mobile trading apps with different strengths: Axis Direct focuses on intuitive design and quick execution, ICICI Direct emphasizes advanced charting and analysis tools, while Dhan balances simplicity with comprehensive features. The mobile apps are available for both iOS and Android devices with regular updates and feature enhancements.
Stock Broker Review
Axis Direct
