ICICI DIRECT is the award-winning brand through which ICICI Securities Limited, a subsidiary of the leading Indian private sector bank ICICI Bank, serves its retail and institutional customers. Established in 1995, the company has grown to be one of India's largest securities firms. It offers a wide range of financial services including equity and derivatives trading, mutual funds, initial public offerings (IPOs), fixed deposits, bonds, and wealth management services. It is particularly known for its pioneering "3-in-1" account, which integrates a banking, trading, and demat account for a seamless investment experience.