We are all worshippers of capitalism. We love capitalism as its generously rewards enterprise and energy and mercilessly penalizes indolence and incompetence. We love capitalism as it promises a fair play and perfect market. Yes, it's all about money, honey!

The foundation of capitalism is 'money'. Money as the medium of exchange, money as the store of value. Money that we can earn, possess, accumulate and pass on as inheritance. The zenith of capitalism is perfect market (the one Adam Smith had dreamt). 5paisa, the smallest unit of money, will make the greatest leap towards a perfect market.

Adam Smith had dreamt of perfect market where every buyer has all the information about every seller and vice versa. Buyers and sellers discover 'price' in the most optimum manner and cost of inter-mediation tends towards zero. It's very interesting juncture in history when internet is making Adam Smith's dream come true. We all fortunate to be part of this revolutionary process.

We at India Infoline.com are making a great move towards giving the investor in Indian equities market a choice. A choice of technologically advanced trading - no more calling up the broker, no more those tense hours to know at what price your trade got executed, no more those worries whether you will receive your payment or your shares on time. Yes, we bring you all this with www.5paisa.com. But why 5paisa? Admit it, it sounds nice. But that is not the reason. 5 paisa is the lowest tick on the markets and thus, the lowest denomination of currency in the stock exchange. 5 paisa also represents, since the launch of 5paisa.com, the availability of world class service to investors at the lowest possible rate - 5 paise for every trade of Rs100, i.e., a brokerage rate of 0.05%. Yes, from this day customer is indeed the king.

While 5 paisa sounds nice, the number five has a lot of connotation - it is five fingers which have shaped this world and the universe is made up of five elements according to ancient lore. Not bad, eh? On a lighter note, as a kid we were all fans of all those Enid Blyton's epics like The Famous Five and The Five Find Outers. It is a pity that 5paisa went out of circulation some time back. Here it comes back in circulation, back in circulation as your currency for online trading.

Why should you trade using 5paisa.com?
We offer 5 compelling reasons to trade on 5paisa.com:
Paisa sense - Simple, we offer an unbeatable value for money proposition. Our brokerage rates are rock bottom, we charge only 5 paise for Rs100 of trade done, which is 0.05% brokerage. In the real world, brokers charge anywhere from 0.25% to 1.5% depending on your net worth and traded volumes. While others talk about democracy, we practice it. We offer the most competitive rates, independent of your net worth or volumes. In case of trades that result in delivery, we charge an additional 0.20% for back office and securities handling.

Personalized service - At 5paisa.com, we are committed to providing you with unparalleled service, using e-mail, call centers and support staff. For us the customer comes first, always and all times. We have invested in physical infrastructure also, so that you can use the phone also to contact us. Please feel free to call us any time and our representative will help you. If need be, our representatives will contact you in person to help you, either in filling forms or answering any queries you might have.

Probity - In normal life, most brokers trade on their own account. This means that every time you execute a trade through him, there is a potential conflict of interest. What if he executes his personal trade before executing yours: you lose out. With 5paisa.com, you have no such worries as we do not trade on our own account. We are a broker in the true sense of the word.

You may wonder that our employees may be biased and misuse information. No way, we follow stringent compliance standards and every employee has to sign an agreement that forbids him to trade without proper authorization. To ensure transparency, they have to use 5paisa.com to trade and not any friendly neighborhood broker. This means that our interests are aligned - we work for your best interest.

Protection - Most people are apprehensive about using the net to trade, primarily from fear of misuse of information. The communications with our servers is fast and secure. All transactions are secure and confidential. The orders are electronically routed via our sophisticated trading systems for execution. We have followed world class security systems that enable us to protect from any fraud or hacking. Even the user password would be generated by the system and supplied such that, not even employees of 5paisa.com would know about it. Also, it would be stored in our database in encrypted format so no one can know the actual password. To be on a safer side you will be requested periodically to change your password.

Pedigree - We come from the India Infoline.com stable, known to produce thoroughbreds. A brand renowned for quality of information and services, we are professionally managed, with a skill set which is unbeatable. Our top management has years of experience in financial services with leading banks and institutions. We believe that quality information is the only ingredient for successful investments. On 5paisa.com, you will get company analysis, market commentary, breaking news and scoops, stock market data and much more. We also have unlimited access to India Infoline.com library.