The Shriram Group on Wednesday rebranded its broking arm Way2Wealth — acquired in 2020 — as Shriram Financial Services Pvt. Ltd. (Shriram FS), consolidating its capital markets business under the Shriram brand. The company has appointed Amit Golia as Managing Director and Chief Executive Officer to lead the venture.

Golia, a 26-year capital markets veteran, previously held senior roles at Motilal Oswal, Axis Securities, and SBI Securities. He will spearhead the company’s Assisted DIY (Do-It-Yourself) investment platform, targeting retail and high-net-worth individual (HNI) investors who seek a blend of self-directed investing and professional guidance.

Shriram FS will offer a broad range of products including equities, derivatives, commodities, mutual funds, IPOs, portfolio management services (PMS), the National Pension Scheme (NPS), Demat accounts, fixed income products, and loans against securities and mutual funds.

South African financial services major Sanlam Group, a long-standing partner of Shriram, will provide strategic support drawing on its global expertise in insurance and wealth management.

Subhasri Sriram, MD and CEO of Shriram Capital Ltd., said the platform was designed to help customers navigate an increasingly complex investment landscape by combining technology, advice, and the Shriram brand’s trust.

The rebranding comes as retail participation in Indian capital markets continues to grow, driven by rising financial literacy and digital adoption.

Published on October 21, 2026