The comparison between Lemonn, ICICI Direct, and Groww highlights the major differences in their services and features, including overall ratings, brokerage charges, trading platforms, investment offerings, and customer service quality. Lemonn 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. Groww provides an excellent balance of technology, research tools, and responsive customer support. In terms of active clients, the brokers report approximately 8.27 Lakhs, 99 Lakhs, and 1.2 Cr users respectively, reflecting their popularity among investors. Overall, this comparison of Lemonn, ICICI Direct, and Groww helps traders and investors choose the most suitable broker based on features, pricing, and platform performance.
Services / Features
The services/features comparison between Lemonn, ICICI Direct, and Groww reveals significant differences in their offerings. Lemonn provides 4 for Overall Rating, while ICICI Direct offers 4 and Groww features 4.
| Services / Features | Lemonn | ICICI Direct | Groww |
|---|---|---|---|
| Overall Rating | ★★★★★ | ★★★★★ | ★★★★★ |
| Brokerage Charges | ★★★★★ | ★★★★★ | ★★★★★ |
| Trading Platform | ★★★★★ | ★★★★★ | ★★★★★ |
| Investments Offering | ★★★★★ | ★★★★★ | ★★★★★ |
| Customer Service | ★★★★★ | ★★★★★ | ★★★★★ |
| Broker Type | Discount Broker | Full Service Broker | Discount Broker |
| Exchanges Supported | NSE, BSE | NSE, BSE | NSE, BSE, MCX |
| Active Clients | 8.27 Lakhs | 99 Lakhs | 1.2 Cr |
| Broker Overview | Lemonn Review | ICICI Direct Review | Groww Review |
Account Opening Charges and AMC
The account opening charges and AMC comparison between Lemonn, ICICI Direct, and Groww reveal significant differences in their offerings. Lemonn provides N/A trading and demat account opening, while ICICI Direct offers N/A and Groww features Free.
| Account Opening Charges and AMC | Lemonn | ICICI Direct | Groww |
|---|---|---|---|
| Trading Account Opening | — | — | Free |
| Trading AMC | — | ₹300 per year | Free |
| Demat Account Opening | — | — | Free |
| Demat AMC | ₹250 + GST per year | ₹300 per year | Free |
| Provide DP Service | Yes | Yes | Yes |
Brokerage Plans
The brokerage plans comparison between Lemonn, ICICI Direct, and Groww reveals significant differences in their offerings. Lemonn provides - plans, while ICICI Direct offers N/A and Groww features No.
| Brokerage Plans | Lemonn | ICICI Direct | Groww |
|---|---|---|---|
| Multiple Plans | - | — | No |
| Monthly Plans | - | — | No |
| Yearly Plans | - | — | No |
Brokerage Charges
This comparison between Lemonn, ICICI Direct, and Groww reveals significant differences in their brokerage charges. Lemonn charges ₹20 per executed order brokerage on equity delivery and intraday, ₹20 per executed order for futures, and ₹20 per executed order 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. Groww charges 20 or 0.1% brokerage on equity delivery and intraday, 20 for futures, and 20 for options.
| Brokerage Charges | Lemonn | ICICI Direct | Groww |
|---|---|---|---|
| Plan Name | - | Max Rs 20 per order Trading Plan | |
| Equity Delivery | ₹20 per executed order | 0.29% | 20 or 0.1% |
| Equity Intraday | ₹20 per executed order | 0.022% or 0.007% | 20 or 0.1% |
| Equity Futures | ₹20 per executed order | 0.022%/0.007% for Prime plans | 20 |
| Equity Options | ₹20 per executed order | ₹49 per lot or ₹9 per lot for the Prime 9,999 plan | 20 |
| Currency Futures | ₹20 per order | NA | |
| Currency Options | ₹20 per order | NA | |
| Commodity Futures | |||
| Commodity Options | |||
| Hidden Charges | No | Zero | Zero |
| Call & Trade Charges | ₹50 per ISIN | ₹50 per order | Rs 16.5 per scrip on Sell |
| Auto Square Off Charges | ₹50 per ISIN | ₹50 per order | Rs 50 Per Executable Order |
| Brokerage Calculator | Groww Brokerage Calculator |
Transactions Charges
This comparison between Lemonn, ICICI Direct, and Groww reveals significant differences in their transactions. Lemonn provides N/A for Transaction Charges Equity Delivery, while ICICI Direct offers NSE: 0.00307% | BSE: 0.00375% and Groww features 20.
| Transactions Charges | Lemonn | ICICI Direct | Groww |
|---|---|---|---|
| Equity Delivery | — | NSE: 0.00307% | BSE: 0.00375% | 20 |
| Equity Intraday | — | NSE: 0.00307% | BSE: 0.00375% | 20 |
| Equity Futures | — | NSE: 0.00183% | BSE: 0 | 20 |
| Equity Options | — | NSE: 0.03553% (on premium) | BSE: 0.0325% (on premium) | 20 |
| Currency Futures | — | — | 20 |
| Currency Options | — | — | 20 |
| Commodity | — | 0.0418% on Premium | 20 |
Account Features
These are the notable distinctions in the account features of Lemonn, ICICI Direct, and Groww when compared.
| Account Features | Lemonn | ICICI Direct | Groww |
|---|---|---|---|
| 3-in-1 Account | No | Yes | No |
| Charting | Yes | Yes | Yes |
| Algo Trading | Yes | Yes | Yes |
| SMS Alerts | Yes | Yes | No |
| 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 | No |
| Intraday Square-off Time | 3:20 PM | 3:20 PM | 3:20 PM |
| NRI Trading | No | Yes | No |
Trading Platforms
The trading platforms comparison between Lemonn, ICICI Direct, and Groww reveals significant differences in their offerings. Lemonn, ICICI Direct and Groww provide web trading platforms and mobile trading platforms.
| Trading Platforms | Lemonn | ICICI Direct | Groww |
|---|---|---|---|
| Web Trading Platform | Yes | Yes | Yes |
| Web Trading Detail | Lemonn | ICICI Direct | Groww |
| Mobile Trading | Yes | Yes | Yes |
| Mobile Trading App | Yes | Yes | Groww |
| Android Mobile App | Yes | Yes | Yes |
| Android App Download | Yes | Yes | Yes |
| iPhone Mobile App (iOS) | Yes | Yes | Yes |
| iOS App Download | Download | Groww | |
| Android Tablet App | Yes | Yes | Yes |
| iPad App (iOS) | Yes | Yes | Yes |
| Trading Software Charges | Nil | Nil | Free |
Broker Ratings
The broker ratings comparison between Lemonn, ICICI Direct, and Groww reveals significant differences in their offerings. Lemonn provides 4 for Fees Ratings, while ICICI Direct offers 4.3 and Groww features 4.0.
| Broker Ratings | Lemonn | ICICI Direct | Groww |
|---|---|---|---|
| Fees Ratings | 4 | 4.3 | 4.0 |
| Trading Brokerage Rating | 4 | 4.4 | 4.4 |
| Trading Platform Usability | 4 | 4.4 | 4.8 |
| Customer Service Ratings | 4 | 4.3 | 3.8 |
| Overall Ratings | 4 | 4.3 | 4.3 |
Investment Offerings
This comparison between Lemonn, ICICI Direct, and Groww reveals significant differences in their investment offerings. Lemonn 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 Groww provides investment offerings in Yes, mutual funds and does not offer trades in currency and commodities.
| Investment Offerings | Lemonn | ICICI Direct | Groww |
|---|---|---|---|
| Equity Cash and F&O | Yes | Yes | Yes |
| Currency Derivatives | Yes | Yes | No |
| Commodity | Yes | Yes | No |
| Online IPO Application | Yes | Yes | Yes |
| Mutual Funds | Yes | Yes | Yes |
| Bond / NCD | Yes | Yes | Yes |
| ETF | Yes | Yes | Yes |
| Banking | No | Yes | No |
| Insurance | No | Yes | No |
| Forex | Yes | Yes | No |
| MF SIP Investment | Yes | Yes | Yes |
| Equity SIP Investment | Yes | Yes | Yes |
| PMS Service | No | Yes | No |
| Other Investment Options | Yes | Yes | No |
Customer Support
The comparison between Lemonn, ICICI Direct, and Groww reveals significant differences in their Customer Support. Lemonn provides No, while ICICI Direct offers Yes and Groww features Yes.
| Customer Support | Lemonn | ICICI Direct | Groww |
|---|---|---|---|
| 24/7 Customer Service | No | Yes | Yes |
| Email Support | Yes | Yes | Yes |
| Online Live Chat | Yes | Yes | No |
| Phone Support | Yes | Yes | Yes |
| Toll Free Number | No | — | No |
| Through Branches | Yes | — | Yes |
| Customer Care Number | +918035769929 | 022 3355 1122 | +91-9108800000 |
| Account Opening Process | Online | Online/Offline | Online/Paperless |
| Customer Support Email | [email protected] | [email protected] | [email protected] |
| Knowledge Center / Education | — | — | https://groww.in/blog |
| Head Office Address | Galaxy, Unit No. 603, A Wing, Everest Grand, Mahakali Caves Road, Opp. Ahura Centre, Andheri East, Chakala Midc, Mumbai, Maharashtra – 400093 | ICICI Venture House, | Vaishnavi Tech Park, South Tower, 3rd Floor |
| Website | https://lemonn.co.in/ | https://www.icicidirect.com/ | https://groww.in/ |
Research and Reports
The research and reports comparison between Lemonn, ICICI Direct, and Groww reveals significant differences in their offerings.
| Research and Reports | Lemonn | ICICI Direct | Groww |
|---|---|---|---|
| Research Mutual Funds | Yes | Yes | Yes |
| Research Equity Reports | Yes | Yes | No |
| 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 Lemonn, ICICI Direct, and Groww reveals significant differences in their demat account charges. Lemonn provides CDSL for DP Source, while ICICI Direct offers NSDL & CDSL and Groww features CDSL.
| Demat Account Charges | Lemonn | ICICI Direct | Groww |
|---|---|---|---|
| DP Source | CDSL | NSDL & CDSL | CDSL |
| DP ID | 96400 | — | 88700/88701/88702 |
| Demat Account Annual Maintenance Charges (AMC) | ₹250 + GST per year | Rs 700 | Zero |
| Advance Deposit | No | No | Nil |
| Transaction Charges on Debit (Per ISIN) | — | — | ₹8 + ₹5.50 (CDSL Charges) per transaction |
| Demat | ₹150 per certification + courier fees | ₹50 | ₹150 per certificate + ₹100 courier charges |
| Remat | ₹150 per certification + courier fees | ₹25 + CDSL charges | ₹150 per certificate + ₹100 courier charges + CDSL Charges |
| Pledge Creation | ₹20 per ISIN | ₹25 + GST | ₹20 + GST |
| Pledge Creation Confirmation | ₹20 per ISIN | ₹25 + GST | Yes |
| Pledge Closure | ₹20 per ISIN | ₹25 + GST | ₹20 + GST |
| Pledge Closure Confirmation | ₹20 per ISIN | ₹25 + GST | Yes |
| Pledge Invocation | ₹20 per ISIN | ₹25 + GST | ₹20 |
| Failed Instruction Charges | ₹13.5 + GST | NA | ₹50 per instruction |
| Other Charges | No | NA | Nil |
Advantages and Disadvantages
| Broker | Pros | Cons |
|---|---|---|
| Lemonn |
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| ICICI Direct |
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| Groww |
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User Experience: Buying Stocks
Lemonn – 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 4/5. Mobile trading app ensures real-time order execution and portfolio tracking.
Brokerage Transparency: Intraday brokerage is ₹20 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 4/5.
Market Presence: Around 8.27 Lakhs 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.
Groww – 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 4/5.
Brokerage Transparency: Intraday brokerage is 20 or 0.1%, and charges are shown before order confirmation.
Advanced Features: Supports algorithmic trading for strategy-based investors. Margin trading facility increases buying power.
Research & IPO: Supports online IPO applications.
Customer Support: Customer service rating is 3.8/5.
Market Presence: Around 1.2 Cr active clients use this broker.
Frequently Asked Questions
The account opening charges vary significantly: Lemonn charges Not specified, ICICI Direct charges Not specified, and Groww 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: Lemonn offers ₹20 per executed order for equity intraday, ICICI Direct provides 0.022% or 0.007%, and Groww charges 20 or 0.1%. 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: Lemonn offers 4, ICICI Direct provides 4, and Groww features 4. The platforms support equity trading, derivatives, mutual funds, and other financial instruments suitable for different investor profiles.
Customer support quality varies: Lemonn has 4 support, ICICI Direct offers 4, and Groww provides 4. Support channels typically include phone, email, live chat, and branch services, with response times and availability differing between brokers.
Platform usability ratings show: Lemonn with 4, ICICI Direct with 4.4, and Groww with 4.8. 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: Lemonn (Yes), ICICI Direct (Yes), and Groww (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: Lemonn offers user-friendly platforms with educational resources, ICICI Direct provides competitive pricing with intuitive interfaces, and Groww 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: Lemonn focuses on intuitive design and quick execution, ICICI Direct emphasizes advanced charting and analysis tools, while Groww 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
Lemonn
ICICI Direct
