About us
Banking taught me how HNI families are served, and where the industry falls short. Too many products, too little clarity. Equitup is my answer to that: a firm where every family knows what they own, why they own it, and who to call. That's the whole idea. It hasn't needed changing since 2021.
Dharmendra Athaluri
Connect on LinkedInEquitup is a Private Client Investment Services firm, built in Hyderabad and serving HNI families across India, with over ₹175 crore under our care. The practice is owner driven and deliberately compact, shaped by years inside the investment services divisions of multinational banks, working with families much like yours.
Two things have not changed since the first client. Compliance is not a box we tick; it is how the firm thinks. And relationships here are measured in years, not transactions: personal, consistent, and built to last across generations.