I have dealt with ICICI Direct, Sharekhan, Indiabulls, Indiainfoline, Way2Wealth, Angel, RK Global and lastly, Zerodha.
Since I already had a DMAT account, opening a trading account with Zerodha turned out to be a breeze. I showed up at their office on a late afternoon with the requisite documents in place which they checked and after due verification, assured me it would take approximately one working day to open a trading account. I had the password emailed to me by next evening, around 8'ish. I believe the particular product provided by Zerodha deals with Equities and Derivatives which is why having an existing DMAT account becomes mandatory in the case of Equity based delivery. I was told in very clear words that the charts on NSE NEAT is delayed by a few minutes and NOW software version has even more rudimentary charts which have to be refreshed/redrawn. No promises were made except about the Brokerage and the terminal's speed. I have used the terminal provided by Omnesys so I knew what it could and could not do.
How long did it take me to get up and running?
I was trying to activate my account via Firefox which unfortunately did not work. Eventually got it activated via IE-6 but could not add scrips. Why? NSE NOW web verison works with IE-7+. I haven't tried IE-8 or IE-9 so cannot comment on that with enough conviction. So effectively speaking, account activation took a couple of minutes once I had the browser issue clarified and software login activation took about 24 hours from first account activation.
Coming to RK Global, it took me exactly a month to open a trading account with them. I wasn't interested in Equities so I was saved the trouble of furnishing a Client Master Record. Don't even get me started about their Diet Odin issues and connectivity problems. I don't wish to disparage RK Global but not being able to trade because of software issues is not acceptable. Their brokerage was one of the most competitive among the lot without any upfront commitment but what was the use with frequent disconnections, locked accounts and ODIN crashes?
Angel Trade? I couldn't even get started with them. Got a call from them a month after I expressed desire of opening a DMAT account with them. Many moons later, some local rep showed up. Account opening took another 15 days. Finally, when I thought I could start trading, the username and password never worked. Repeated calls to the local office, RM and sundry other people evoked zero response. I decided to move on and switched to Sharekhan. At least Sharekhan didn't promise me the moon or probably the guy assigned to deal with me was honest about the services. I was ok with it and signed up for an AMC plan. Brokerage was steep in the Options segment. I stuck to equities for a while and later switched to Indiabulls and the rest followed.
From what I have experienced, Zerodha as a service provider is only playing the facilitators role of bridging the gap between the end user and the trading floor. Now, only if people would be a little reasonable rather than expect personalized service that only RM's provide at a fee which eventually reflects in our trade.
Being a newbie, there were times when I stuck on to loss making trades hoping for a reversal all thanks to the brokerage charges I would be losing along with the fall in the scrip value. It really adds up when you are trading in 30-40 lots per leg and the brokerage happens to be around Rs.50 per lot. At least with Zerodha, one can exit an adverse position asap without worrying about the astronomical brokerage too which would get added to the mounting loss.
The experience with Zerodha has been great thus far. They are there to respond to my queries when I need them and there is no RM to annoy me every day to give "tips" which never work or lord over me telling what I should do with my hard earned money. Chartnexus does a pretty good job at giving entry and exit signals w.r.t equities. One can at least look up the chart and tell if the broker has a vested interest in giving a buy or a sell call.
Zerodha has really made it possible for small time retail traders like me to eventually dream of making a tiny profit. Much thanks to Zerodha.