The Tasty Revolution: How Licious is Changing India’s Meat Industry

   
•     Team Digitofy
   
•     December 25, 2023

The Indian meat and seafood industry has historically been highly fragmented and unorganized, with concerns around quality, hygiene, and safety. Enter Licious – a tech-driven D2C (direct-to-consumer) brand that is transforming the sector with its focus on world-class quality, cutting-edge supply chain, and emphasis on delighting the customer.

The Genesis of a Meaty Revolution 

Centered around a bold vision to transform India’s largely unorganized meat and seafood sector, Licious was founded in 2015 by Vivek Gupta and Abhay Hanjura. Headquartered in Bengaluru, this new-age D2C startup brings Silicon Valley-style innovation to efficiently manage the entire supply chain – right from sourcing the freshest meats to in-house processing, cryovac packing, and last-mile chilled delivery.

Licious operates on a farm-to-fork model with end-to-end control over the value chain. This enables it to offer consumers the assurance of safety, hygiene, and consistent quality that is missing from unbranded local vendors. It brings the convenience of e-commerce and global standards of quality to this hitherto fragmented market. From just four orders a day in 2015, it now processes over 9000 kg of meat every hour – signaling the promising beginnings of a meaty revolution driven by technology and innovation.

What’s New at Licious 

From just four orders a day in 2015 to now selling over 9000 kg of meat every hour, Licious has come a long way. The startup attained the vaunted unicorn status in 2021 and recently raised $150 million in funding. It is now set to expand into new categories like ready-to-cook, ready-to-eat meals curated by top chefs. Licious also plans to scale internationally, starting with Singapore.

Buyer Personas 

Licious targets the upwardly mobile millennials and Gen Z populations living in urban metro cities. With rising incomes and exposure to global food trends, these customers seek superior quality, healthy meats and seafood options. They are willing to pay a premium for the assurance of safety, hygiene, and consistent taste that comes with a branded, packaged offering like Licious.

The Licious Secret Sauce: Crafting an Irresistible Marketing Mix

An Explosion of Flavors: Captivating the Consumer Palate

With over 250 items across a tantalizing range of meats, seafood, and gourmet offerings, Licious has something to satiate every carnivorous craving. The exquisite selection includes exotic imported meats along with local favorites like mutton, chicken, fish, and prawns. Licious invests heavily in maintaining an unbroken cold chain so products arrive as fresh as the day they were packaged, never frozen. 

Attractive branding and packaging add to the appeal. Through delicious products and irresistible presentation, Licious whets the appetite of new-age Indian consumers seeking a sublime culinary experience.

Pampering the Palate without Burning a Hole: Strategic Pricing 

Licious is positioned as a premium, aspirational brand with price points averaging three times higher than unbranded local options. The target audience of well-heeled millennials and Gen Z consumers, while quality-conscious, can be tempted by deals. 

Hence, Licious runs attractive promotions like price bundling across products and personalized discounts for high-value customers. Special subscription plans offer convenience and savings. The pricing strategy has enabled Licious to achieve the sweet spot between premium appeal and affordability that has fueled its exponential growth.

Ubiquity is the Name of the Game: Building an Omnichannel Distribution Network

Licious reaches customers through both online and offline channels. As a digital-native brand, its primary channel is its own website and app, which drive direct, subscription-based sales. Licious also sells on leading e-grocery platforms like BigBasket. 

The rapid expansion of experience centers across metro cities allows consumers to check out products before purchasing. Tie-ups with society groups and modern trade outlets are bringing Licious to doorsteps across cities. The omnichannel strategy is amplifying accessibility and triggering temptation amongst customers to have a taste.

Titillating the Taste Buds: Bold and Innovative Promotions

Licious captures eyeballs in target metro cities through impactful outdoor advertising and influencer marketing on social media. Referral programs incentivize existing patrons to share the Licious love amongst friends and family. 

The brand also engages audiences by leveraging occasions like World Meat Day and World Food Day, owning key occasions to drive buzz. Partnerships with gated communities, schools, and corporations introduce new customers to the brand through pop-ups and activations. These bold, innovative promotions are helping Licious tantalize more and more taste buds.

Competitor Analysis 

Licious operates in a largely unorganized market with multiple small regional players. However, it faces threats from the following emerging national brands targeting the premium meat segment:

1. Zappfresh – Backed by a consortium of investors like Zomato, this brand offers a similar product range, including meats, seafood, and exotics. It seeks to differentiate itself with sustainability claims and carbon-neutral deliveries.
2. TenderCuts – Focused mainly on western India, it promises the “freshest butcher quality meat” sourced from best-in-class processing facilities. Offers marinated, ready-to-cook options for convenience.
3. FreshToHome – Along with fresh meats, it provides Indian seafood specialty offerings not available with Licious. Uses an integrated supply chain to reduce costs and provide competitive pricing.

While these brands are still significantly smaller, they are well-funded and scaling rapidly across metro cities. Licious needs to counter the competition by leveraging its first-mover advantage, superior cold chain, expanding product portfolio, and investing in brand building. Exclusive partnerships with gated communities and modern trade will aid in customer acquisition and retention.

The X-Factor: Obsession with Quality 

What sets Licious apart is its fanatic focus on quality control and customer delight. It manages the entire supply chain in-house – from sourcing to delivery. State-of-the-art facilities conform to global food safety standards. Investments in cold chain logistics ensure meats retain freshness. 

By not outsourcing any part of operations, Licious is able to control quality and keep costs low. This allows it to offer premium products to customers at competitive rates – thereby creating a win-win value proposition.

The Way Ahead 

Licious is poised to drive exponential category growth while consolidating its leadership position. It is raising funds for national and international expansion. Building scale will enable it to expand into adjacencies through acquisitions.