Trading is a business, and you are a true businessman if you can cut the unwanted cost from your day to day operations. I consider my stock trading process a small business, and I am always on the lookout for Cost cutting measures and find the best service available at same the price. In my experience so far I primarily prefer HDFC Securities (www.hdfcsec.com) over ICICI Direct (www.icicidirect.com) because 1) Brokerage Charges including all the taxes is 0.69% in HDFCSEC whereas its 0.82% in ICICI Direct per transaction. 2) I can put a limit on my Sell/Buy order on more than 5% on the current stock price in HDFCSEC whereas ICICI Direct doesn't allow me to do the same. And its very important in the current volatile market to have the flexibility on Limit orders. 3) Stock tips from these broker doesn't matter to me as I do my own homework.
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