Expanding Beyond Secondary Market Trading
expanding investment options
During our stocks and ETFs phase, I identified an opportunity to expand into primary market investments by offering IPO and Sovereign Gold Bond (SGB) access to our existing user base who were already trading in secondary markets.
The challenge was implementing IPO ASBA (Applications Supported by Blocked Amount), which required a completely different transaction flow compared to regular stock trading, along with NSE API integration for DEMAT form investments.
- User Research: Existing users wanted access to IPOs and SGB investments to allow portfolio diversification beyond stocks and ETFs
- Technical Challenge: ASBA implementation required unique transaction handling to allow fund blocking instead of immediate debit
- Integration Complexity: NSE API integration for DEMAT form processing to improve investment accessibility
Building ASBA and NSE Integration Infrastructure
asba & api integration challenges
Led the technical implementation of IPO ASBA and SGB investment flows, coordinating with engineering team to handle the unique transaction requirements and NSE API integration complexities.
- ASBA Implementation: Built fund blocking mechanism for IPO applications to allow users to participate without immediate fund debit
- NSE API Integration: Coordinated integration with NSE systems for DEMAT form processing to improve investment execution
- User Experience Design: Simplified complex IPO application process to allow users to understand and complete applications easily
- Technical Constraints: Managed API limitations and processing delays while maintaining smooth user experience
product execution & team collaboration
Successfully launched primary market investment capabilities despite complex technical requirements and integration challenges, working closely with development and design teams.
- Engineering Partnership: Collaborated with dev team to handle ASBA transaction complexities and NSE API integration challenges
- User Education: Created intuitive flows to allow users to understand IPO application process and SGB investment benefits
- Strategic Planning: Prioritized core IPO and SGB functionality to allow faster market entry for primary investments
- Business Impact: Expanded investment options for existing stocks and ETFs users, improving platform value proposition