AxisDirect, a brand of Axis Securities Limited, is a subsidiary of Axis Bank, one of India's largest private sector banks. Launched in 2011, it provides retail broking and investment services, offering a 3-in-1 account that integrates a trading, demat, and bank account. The platform allows customers to invest and trade in a wide array of financial instruments, including equities, derivatives, mutual funds, IPOs, ETFs, bonds, and commodities, catering to both novice and experienced investors.