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It's simple grow mostly tried to capture the people who are very new to this. Also zerodha have a yearly charges but groww does not. They marketed very well. Most of the new gen and lock down people just fell into their radar of marketing and also they positioned their app as a new gen. Where zerodha does not have a marketing strategy. The problem is even by playing a fair, legit and simple game zerodha is where it is right now. Also trust after few years you can see a drop in grow users but not in zerodha. Most of the zerodha users are long year users. Where grow mostly evolved by lockdown. What grow did is great and best to get consumers and by seeing where zerodha is lacking. They used that to their benefits.

Groww is focusing on growth because it is venture backed, Zerodha has had a profitable business for years.Groww has to get the numbers(growth) anyhow because of investor pressure.

I think groww is building a community of new investors who might become a potential lifelong customer in the future due to it's very good looking UI and their integration of UPI is also making them as more users to the app. Whereas zerodha is mainly for active and serious traders, so due to this, both of the companies Market can be different i.r, zerodha is for traders, and groww is for investors or SIP, mutual funds etc. This is my POV.

Groww has a larger number of user like people who are just starting to invest in stock markets and many of them or not active they just create an account but zerodha has quality investors.The value of One Zerodha investor is worth more than 4 Groww investors

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