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ICICI Direct is a brokerage firm offering online investment services to retail investors. The company operates within the financial services industry, providing access to stocks, mutual funds, and other investment products through its website, icicidirect.com. Competitors in this space include Zerodha, Motilal Oswal, and HDFC Securities, and ICICI Direct generally positions itself as a mid-range provider, with promotional offers on trading plans that may appear periodically to attract new customers.
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