Cholamandalam Securities Partners with upGrowth Digital to Accelerate Digital Customer Acquisition

• Amol Ghemud
• Cholamandalam Securities Partners with upGrowth Digital to Accelerate Digital Customer Acquisition
• Published: May 19, 2026

Contributors: Amol Ghemud
Published: May 19, 2026

Summary

Cholamandalam Securities Limited has partnered with upGrowth Digital to boost digital customer acquisition through SEO, ASO, AI search visibility, regional-language content, and AI-led video marketing. The collaboration focuses on improving Chola Securities’ organic growth and visibility across platforms like ChatGPT, Perplexity, and Google AI Overviews.

Murugappa Group’s broking arm appoints a Pune-based growth marketing firm to lead organic search, AI search visibility, and content-led acquisition across its trading platform

Chennai / Pune

Cholamandalam Securities Limited (“Chola Securities”), the broking and capital markets arm of the Murugappa Group, has appointed upGrowth Digital LLP as its growth marketing partner to drive organic customer acquisition across digital channels. The engagement includes technical SEO, App Store Optimisation (ASO), AI search visibility through Generative Engine Optimisation (GEO), AI-led video production, and regional-language content initiatives for the company’s trading and investment platform. 

The partnership is structured as a unified retainer with upGrowth owning the end-to-end growth strategy and execution across eight digital workstreams. Early focus areas include organic acquisition for Chola Securities’ demat account product, search visibility across emerging AI platforms such as ChatGPT, Perplexity and Google AI Overviews, and Tamil-language content for the company’s YouTube channel targeting South Indian retail investors.

“Digital is now the primary discovery channel for first-time investors in India. Our partnership with upGrowth gives us a focused operator team to compound organic acquisition without the overhead of building a large in-house digital marketing function.” – Adrija Das, DGM Marketing, Chola Securities 

“Indian retail investing has crossed a threshold where AI-led search and regional-language video drive more discovery decisions than traditional channels. Our work with Chola Securities is about engineering compounded organic growth for those new discovery surfaces, not buying short-term traffic,” said Amol Ghemud, Chief Growth Officer, upGrowth Digital LLP.

The engagement is one of two recent appointments for upGrowth in regulated financial and healthcare verticals, where AI search visibility and organic acquisition compound have become measurable boardroom metrics.

About Cholamandalam Securities Limited

Cholamandalam Securities Limited is the capital markets and broking arm of the Murugappa Group, offering equity, derivatives, mutual fund and demat services to retail and institutional investors across India. The company is headquartered in Chennai.

About upGrowth Digital LLP

upGrowth Digital LLP is a Pune-based growth marketing firm working with brands in financial services, healthcare, fintech and consumer technology. The firm specialises in SEO, Generative Engine Optimisation (GEO), App Store Optimisation (ASO), and AI-led content production. Clients include Lendingkart, Fi.Money, Scripbox, and others. upgrowth.in

Media Contact: Amol Ghemud · [email protected] · +91-97663-34689

About the Author

Amol Ghemud

Optimizer in Chief

Amol has helped catalyse business growth with his strategic & data-driven methodologies. With a decade of experience in the field of marketing, he has donned multiple hats, from channel optimization, data analytics and creative brand positioning to growth engineering and sales.