About centrum

What are the products offered?

We are currently offering two portfolios:

1.      Centrum Emerging Champions of India

  • To invest in mid and smallcap companies of good quality and aspire to provide attractive outperformance over long periods
  • Companies emerging with high leadership traits, superior growth and RoCE

2.      Centrum Smart India Flexicap –

  • To invest in high quality large and midcap companies that offers long term wealth creation opportunity. Largecap offers stability while midcap provides superior return potential
  • Companies with established moats, capable management with strong track record execution that is reflected in its earning growth


Opportunistically, we will be coming up with thematic basket of companies to cater diverse investment avenues and goals of investors.

What is their investment philosophy?

Centrum focuses on companies with defined leadership traits, such as - high and rising market share, high growth, strong moat and pricing power, high RoCE, brand/distribution strength, technology/R&D edge.


In our search for leadership traits, we have developed a proprietary framework named:


E             D            G            E


This framework is backed by detailed fundamental research and backtested for past 20+ years. Over this time frame the framework has outperformed 80% of the times.


•”E” = Earnings Quality –

  • 15% (or higher) operating profit growth and 15% (or higher) ROCE
  • High conversion of EBITDA to OCF
  • Low leverage(<2x)

•”D” = Deep dive research

  • Size of opportunity
  • Competitive advantage
  • Scalability
  • Channel checks

•”G” - Governance –

  • Accounting quality and forensics
  • Capital allocation
  • Board composition
  • ESG
  • Dividend policy

•”E” - Execution –

  • Past track record of promise vs delivery


The framework, supported by our detailed channel checks, yields basket of stocks that offers a combination of ‘High quality’ and ‘High Opportunity’ companies available at reasonable valuation, This provides best of two worlds, meaning:


High Quality – Established leadership traits, sustainable moats and good corporate governance. This group provides stability to portfolio returns.


High Opportunity – Companies that are ‘emerging leaders’ who show transformational trends (accelerating growth, improving business mix, strengthening balance sheet, attractive valuation etc.). This group provides growth to portfolio returns.

Disclaimer: Investing in securities are subject to market risks. Past performance is not an indicator of the future performance. This material should not be construed as a recommendation or solicitation to invest in securities. Investors should independently read the related documents, consider all the risk factors and seek professional, financial, tax and legal advice before investing

Details of advisory fee.
Who is creating these smallcases?

The team consists of three experienced and diligent investment professionals with an eye for detail and hunger to capture attractive bargains across sectors. Two of them have qualified CFA Level 2 examinations and one has qualified CFA level 3 along with both levels of FRM. The team has total around 15 years of rich experience in equity research and investments. The team is mentored by a market veteran who has rich experience of 27+ years and successfully managed large sized funds across different formats such as Mutual Funds, Private Equity and PMS

Understanding smallcases

What is a smallcase?

A smallcase is a curated basket of stocks/ETFs* that reflects a certain objective (ideas, themes, strategies), backed by the research of the smallcase manager. You can invest in a smallcase in 2 clicks.

*ETFs (Exchange Traded Funds) are baskets of securities that track an underlying index (Nifty, Gold, etc) and can be bought and sold on the exchange.

Who can subscribe to these smallcases?

The smallcase manager decides who can invest in the smallcases created by them and can create two types of smallcases :

  • Exclusive smallcases : smallcases which require a subscription to the smallcase manager's Advisory in order to invest in the smallcase. You can subscribe to a smallcase directly from the smallcase profile through the subscription form.
  • Public smallcases : smallcases in which anyone who has an account with our partner brokers can invest. You can invest in this smallcase by clicking on “Buy smallcase” in the smallcase profile and logging with your broker credentials.
Where can I buy the smallcase?

You can buy smallcases on any of the partner brokers. Select a smallcase, select your broker and invest in less than 2 clicks.

Our partner brokers are:

Zerodha, AxisDirect, Edelweiss, HDFC Securities, Kotak Securities, IIFL Securities, 5 Paisa, Aliceblue, Angel Broking, Trustline, Upstox, Motilal Oswal, Groww, ICICI Direct, Fundzbazar and Dhan

Investing in smallcases

How do I get started?

If you have a trading & demat account with one of the supported brokers, you can start investing in smallcases. By clicking on ‘Buy smallcase’ or ‘Login’, you can view the supported brokers and login with the respective credentials. The funds from your broker account would be used for investing in smallcases.

Why do I need to give my broker credentials?

Once you login with your broker credentials, you can use your trading account to buy and sell smallcases. The stocks would be credited to your broker linked demat account.

Further, once you’re logged in, you can securely use the funds available in your broker account to invest in smallcases.

What happens after I invest in a smallcase?

The funds from your broker account are utilised to invest in smallcases and the respective stocks are credited to your broker linked demat account.

Once you have invested, the index value of the smallcase is set to 100 on the buy day for easy tracking. You can monitor the performance of the smallcase from the Investments page on the broker’s smallcase platform.

Also, each smallcase is reviewed periodically and rebalanced to ensure your objective is on track.

What is an index value?

The index value of a smallcase indicates the absolute price returns of that particular smallcase from the date of its inception. The index value is set to 100 on the inception date of the smallcase. The current index value shows by how much it has gone up since then.

Tracking & Managing smallcases

Tracking a smallcase

When buying a smallcase, an index value of 100 is assigned to it. Overtime, if the index value is 108.54, you can easily deduce that your smallcase has generated a total return of 8.54%.

The Details view shows you a more detailed investment overview and P&L breakdown. You can also track individual stock details from the Investments page.

Are there lock-in periods?

There are no lock-in periods, so you may sell your smallcases anytime. As a concept however, smallcases work best when used for long-term investing.

How can I subscribe to these smallcases?

Exclusive smallcases can be subscribed directly from the smallcase profile by following the steps below : 

  • Fill the subscription form with your name, email and phone number
  • Choose your broker amongst the list of our partner brokers and login with your broker credentials
  • Select the subscription plan and make the payment
  • After successful payment, invest in the subscribed smallcase inside your broker platform by clicking on “Invest Now” 
What is rebalancing & why is it important?

Rebalancing is the process of ensuring the weights of the stocks in the smallcase continue to be true to the underlying smallcase strategy. The rebalance frequency is decided by the creator of the smallcase. You can update your smallcase in 2 clicks to ensure your smallcase is on track with the strategy.

How long should I be invested for?

You can request access for an exclusive smallcase by filling up the request invite form on the smallcase profile.

When we invite you to invest in a smallcase, you can buy the smallcase in 2clicks. Invite for multiple smallcases can also be requested.

When we invite you to invest in a smallcase, you can buy the smallcase in 2 clicks. Invite for multiple smallcases can also be requested.

Setting up an SIP

You can also set up an SIP (Systematic Investment Plan) for your smallcases on a weekly, monthly, quarterly and annual basis. The SIP orders will not be placed automatically and will require you to place orders each time an instalment is due. We are working on making this automated soon.

Investing more in a smallcase

To invest more in a smallcase from your Investments page, click on the smallcase you want to invest more in and click the Invest More button on the right.

Are smallcases’ returns guaranteed?

No, with smallcases - you are essentially buying exchange listed securities which are exposed to market risks. Investing in market instruments involves risks and investments may lose value.

Also, the returns shown for smallcases are the historical returns. smallcases do not have any projected returns shown. Past performance does not guarantee future returns.

Exiting/Selling (Whole & Partial)

From the individual smallcase page, you can find the Exit option at the right under More Actions. You can then choose a whole exit (sell all the constituents of a smallcase and exit completely) or a partial exit (book some profits while maintaining the minimum amount).

Note: Partial Exit can only be done if you’ve invested more than the minimum amount into the smallcase.

Some/all of my orders are unfilled

Orders are unfilled under the following circumstances:

  • No demat account linked with your trading account (A demat account is required to buy smallcases)
  • Insufficient funds while placing the orders (even though a funds check is conducted when you place any order - prices might have changed resulting in a/some order/s not getting filled)
  • If a stock is already sold on the broker platform, orders might be unfilled (If you have sold an stock directly via the broker platform, this does not get updated in your smallcases and hence results in unfilled orders)

Note: Partial Exit can only be done if you’ve invested more than the minimum amount into the smallcase.

What is Repair?

Repairing the batch helps you place fresh orders for those constituents that were not filled so your smallcase can be complete. For stocks that are already sold on the broker platform, contact the support team to reconcile your holdings.

What is Archive?

Archiving a batch excludes those stocks that you have unfilled orders for and completes your smallcase without placing fresh orders.

In this case, the smallcase will not be the same as the original version you meant to buy/invest more/rebalance/exit & will differ in composition & returns.