** JM Financial Services initiates coverage on Groww BILO.NS with "sell" rating and PT of 144 rupees
** Says the stock is "too expensive for a broking business"; BILO up 72.5% from its issue price of 100 rupees since listing last month
** BILO rises as much as 7.2% to 172.5 rupees on Monday, extending gains from Friday after Jefferies said its growth mirrors that of Robinhood
** JM Financial says Groww's broking orders fell 29% over two quarters in FY25 following regulatory curb on derivatives trade
** Calls it a huge tail risk for BILO's business model, which has also been an issue for its peer Angel One ANGO.NS
(Reporting by Vivek Kumar M)
((VivekKumar.M@thomsonreuters.com;))