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Licious: Game Changer in the Online Meat and Seafood Market



In a world where convenience is king, Licious has emerged as a game-changer in the Indian meat and seafood market. With its commitment to quality, freshness, and customer satisfaction, Licious has filled a significant gap and set new standards in the industry. Founded in 2015, this innovative brand has captured customers’ hearts and taste buds across the country, revolutionizing how people buy their favorite cuts of meat and seafood.

What sets Licious apart from the competition? It all begins with their obsession with quality. The founders, Abhay Hanjura and Vivek Gupta recognized the dire need for a reliable and convenient platform to purchase safe and hygienic meat products.

The Licious co-founder, Vivek expressed in an interview how they found the motivation to develop Licious as a leading brand, “If we have to build Licious, we will have to put life in dead chicken!

Therefore, they embarked on a mission to deliver the freshest, highest-quality meat and seafood to customers’ doorsteps, all with just a few clicks.

The Licious Experience

Picture this: You’re craving a succulent steak or some delicious seafood, but you dread the hassle of navigating crowded markets and worrying about the freshness of the products. That’s where Licious steps in. With its seamless online platform and user-friendly mobile app, Licious brings a world of premium meat and seafood to your fingertips.

Licious offers an extensive range of options, from tender chicken and flavourful fish to juicy lamb and delectable ready-to-cook items. With just a few taps, one can customize their order and select a delivery slot that suits their schedule. The convenience is unparalleled, and the satisfaction is guaranteed.

Licious Supply Chain: Quality First, Always

The brand follows a stringent sourcing process, collaborating with trusted vendors who meet their rigorous hygiene and over 150 quality checks at different stages of sourcing.

To develop their business model, the founders of Licious conducted initial research that involved visiting poultry farms to understand the supply chain, consulting experts in the food industry, and analyzing industry statistics. They even visited advanced meat-eating markets like China, Japan, and Korea to learn about setting up cold supply chains and processing centers. Based on these insights, they identified three key aspects of their business that would set them apart: their product, the platform experience, and the delivery experience. They differentiate themselves as the only direct-to-consumer (D2C) company that processes the meat they sell, giving them better control over product quality.

Licious ardently follows a “from farm to fork” policy, which has been the secret behind its ability to deliver fresh meat. It has strategically established multiple fulfillment centers across different cities, reducing the time between sourcing and delivery.

Inspired by Amul’s success with milk, Licious aims to revolutionize animal husbandry. Around 50% of their meat is sourced from their farms, while the rest comes from other farms where they have deployed sourcing teams to train farmers in developing bio-secure farms that ensure zero contamination. Regular quality checks are conducted at their partner farms to ensure antibiotic-free meat and adherence to the required growth period. Poultry from these farms is then transported to Licious’ processing and delivery centers.

To overcome the stigma associated with meat, Licious packages and transports their products in leak-proof pouches and containers instead of black plastic bags. They maintain the freshness of the meat throughout the supply chain by storing it at the ideal temperature of 0°-4°C.

Investments and Expansion

Licious, a direct-to-consumer (D2C) startup, has secured significant funding amounting to $488.3 million. The latest funding round, which took place on March 15, 2022, was led by Amansa Capital, Kotak PE, Axis Growth, and other investors, who contributed $150 million. This injection of funds has propelled Licious to become India’s most valuable D2C startup.

Licious started its operations in Bangalore and gradually expanded to multiple cities like Delhi, Mumbai, and then across India. The brand’s success led to further diversification by introducing value-added products such as marinades, spreads, and cold cuts. This expansion has helped Licious reach a broader customer base and establish itself as an online meat and seafood market leader. In upcoming years, Licious founders aim to expand the brand globally and digitally organize the extensive meat and seafood market.

Licious has built an exceptional brand reputation based on trust and customer satisfaction. Positive word-of-mouth recommendations have played a pivotal role in their success.

Through its dedication to freshness, quality, and seamless online shopping, Licious has embarked on a ground-breaking journey in India’s otherwise traditional meat and seafood market. The founders replaced the stench-filled, unhygienic meat buying experience for Indians with healthier and quality-assured products, building a solid customer base. With each succulent bite, Licious wins over taste buds and hearts nationwide and aims to do it globally soon.

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