Shade Capital
Shade Capital is a SEBI-registered Indian investment advisory firm offering discretionary Portfolio Management Services and investment advisory to high net worth individuals and institutional clients, following a value-investing, margin-of-safety philosophy with performance-linked fees.
- Company typePrivate
- Founded2014
- HeadquartersNew Delhi, India
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Shade Capital does
Shade Capital is an India-based, privately held investment advisory firm headquartered in South Delhi that provides Portfolio Management Services (PMS) and investment advisory to high net worth individuals and institutional clients. It operates under a SEBI registration under the Portfolio Management Services Scheme and follows a stated value-investing philosophy centered on margin of safety, long-term compounding, and tax-efficient returns through well-governed companies. The firm invests its own capital alongside client capital and structures fees as outcome-based, linked to returns delivered under multi-year contracts.
The firm's core product is its SEBI-registered Portfolio Management Services offering, which provides customized discretionary and advisory portfolios with concentration limits (maximum 25% per stock and 40% per industry) and defined risk management practices including diversification and hedging. A separately marketed Risk Management Service formalizes these disciplines. Client servicing is delivered through direct advisory relationships supported by the Orbisonline portal, which provides Client Login and Free Illustration functionality; the website itself is a basic content and enquiry channel, with no mobile-optimized experience disclosed.
The business model is a relationship-driven, sales-led GTM targeting HNI and institutional segments in India only, with no disclosed geographic expansion. The investment team is anchored by Principal Officer Pawan Kumar, who brings 15+ years of prior fund management experience including management of a US $50mn corpus at Escorts Mutual Fund, where his high equity yield plan ranked among top 5 in its category per Business Standard in 2010-11. Headcount is in the 11–50 range per firmographics, though the firm does not publicly disclose its specific employee count, AUM, or revenue. No AI/ML capabilities, no funding history, no M&A activity, and no proprietary technology platform beyond the third-party Orbisonline portal are evidenced in the available data.
Shade Capital firmographics
Firmographics- Name
- Shade Capital
- Legal name
- Shade Capital
- Website
- https://shadecapital.in
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Shade Capital is a SEBI-registered Indian investment advisory firm offering discretionary Portfolio Management Services and investment advisory to high net worth individuals and institutional clients, following a value-investing, margin-of-safety philosophy with performance-linked fees.
- Ownership category
- akta.pro rank
Shade Capital industry classification
Industry- Product category
- Investment Advisory / Portfolio Management Services
- NAICS
- Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Discretionary Portfolio Management (Retail) (FSAAAAAH)
Keywords
Where Shade Capital is headquartered
LocationHeadquarters
- HQ city
- New Delhi
- HQ country
- India
- HQ region
- Asia
Offices2 records
Markets served
Shade Capital business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Portfolio Management Services (PMS) Fees: Fees linked to returns delivered to clients for portfolio management services. SEBI registered PMS provider offering customized portfolio management for private and institutional clients.
- Investment Advisory Fees: Strategic investment solutions and advisory services for portfolio management.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Outcome Based/ Performance | Multi-year contract | Custom pricing based on returns delivered |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels2 records
Shade Capital product offering
Product offeringCore offering
Shade Capital is a SEBI-registered Portfolio Management Services (PMS) provider that delivers customized equity portfolio management for private HNI clients and institutional investors. The firm follows a value investing philosophy with margin-of-safety discipline, offering personalized portfolios with the flexibility to stay invested or liquidate based on market valuations, alongside investment advisory and risk management services built on disciplined due diligence and concentration limits.
Product overview
Shade Capital is an independent investment advisory firm offering a unified portfolio management service platform. Their core offering is SEBI-registered Portfolio Management Services (PMS), complemented by investment advisory and risk management services. The firm follows a value investing philosophy centered on margin of safety, long-term holding, and disciplined investment processes. They provide customized portfolio management for private and institutional clients with a focus on consistent, tax-efficient returns through well-governed companies.
Differentiator
Problem solved
Functional benefit
Products and services
- Portfolio Management Services (PMS)
Quantifiable outcome
- Escorts High Equity Yield Plan ranked amongst top 5 funds of its category according to Business Standard in 2010-11
Companies that use Shade Capital
Customer profileSegments3 records
Ideal customer profiles2 records
Shade Capital technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Shade Capital partnerships and signals
Strategic signalScale indicators3 records
Recent moves4 records
Expansion highlights3 records
Shade Capital competitors and assessment
Company assessmentDirect peers
- JM Financial Wealth Management: Indian wealth and PMS platform providing discretionary portfolio management to HNW clients. Comparable in customer segment, SEBI PMS registration, and product breadth, with broader group-level distribution.
- Marcellus Investment Managers: Boutique Indian PMS provider focused on high-conviction, long-term equity portfolios for HNW clients. Comparable to Shade Capital in philosophy orientation, client type, and boutique operating model.
- Sundaram Alternates (PMS): Indian PMS arm of Sundaram group offering discretionary equity portfolios to HNW and institutional clients. Comparable in SEBI PMS framework, customer focus, and value-oriented equity strategies.
- 360 One WAM (formerly IIFL Wealth Management): Large Indian wealth and PMS platform serving HNW and ultra-HNW clients with discretionary portfolio management and advisory. Closely comparable in customer segment and product offering, but at meaningfully greater scale.
- PPFAS (Parag Parikh Financial Advisory Services): Indian asset manager offering PMS and mutual funds with a value-oriented, long-term investment philosophy. Directly comparable in philosophy and HNW client focus, though PPFAS operates at significantly larger scale.
- Motilal Oswal Wealth Management: Indian wealth and PMS arm serving HNW clients with discretionary and advisory portfolio management. Comparable in customer base, product set, and SEBI PMS registration, with broader group distribution.
- ASK Investment Managers: Indian SEBI-registered PMS provider offering discretionary portfolio management to HNW and institutional clients across equities and alternatives. Directly comparable in target customer, regulatory framework, and value-oriented product mix to Shade Capital.
- ValueQuest Investment Advisors: Indian boutique PMS provider focused on small- and mid-cap value strategies for HNW clients. Closely comparable in boutique positioning, value philosophy, and PMS product structure.
Broad incumbents
- Kotak Wealth Management: Banking-group-affiliated wealth and PMS platform serving HNW and ultra-HNW clients across India. Comparable product offering with substantially broader group distribution and balance-sheet backing.
- ICICI Prudential AMC (PMS): Large Indian asset manager offering PMS as part of a broader product suite including mutual funds and alternatives. Comparable in PMS product offering but operates at massive scale with established institutional distribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights5 records
Customer concentration
Shade Capital social profiles
Digital presenceShade Capital compliance and trust
Trust signalCompliance1 record
Shade Capital financial estimates
Financial estimateRevenue estimate
Valuation estimate
Shade Capital leadership team
Management profileNumber of profiles
Profiles1 record
Shade Capital funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Shade Capital M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Shade Capital
What does Shade Capital do?
Shade Capital is a SEBI-registered Portfolio Management Services (PMS) provider that delivers customized equity portfolio management for private HNI clients and institutional investors. The firm follows a value investing philosophy with margin-of-safety discipline, offering personalized portfolios with the flexibility to stay invested or liquidate based on market valuations, alongside investment advisory and risk management services built on disciplined due diligence and concentration limits.
Is Shade Capital a public or private company?
Shade Capital is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Shade Capital founded?
Shade Capital was founded in 2014. It employs 11 to 50 people.
Where is Shade Capital based?
Shade Capital is headquartered in New Delhi, India, in the Asia region.
How does Shade Capital make money?
Two revenue lines are on record. Portfolio Management Services (PMS) Fees are the primary driver. The others are investment Advisory Fees.
Who are Shade Capital's main competitors?
Direct peers on record are JM Financial Wealth Management, Marcellus Investment Managers, Sundaram Alternates (PMS), 360 One WAM (formerly IIFL Wealth Management), PPFAS (Parag Parikh Financial Advisory Services), Motilal Oswal Wealth Management, ASK Investment Managers and ValueQuest Investment Advisors. Broad incumbents are Kotak Wealth Management and ICICI Prudential AMC (PMS).
Does Shade Capital have an API?
No public API is recorded for Shade Capital.
What industry is Shade Capital in?
Shade Capital's product category is Investment Advisory / Portfolio Management Services. Its primary akta.pro industry code is FSAAAAAH, Discretionary Portfolio Management (Retail). Its NAICS code is 523940 and its SIC code is 6282.