Abhay Hanjura and Vivek Gupta
Scripting a (De)Licious growth story
Supplying fresh meat and fish to retail consumers was an unorganized market dominated by neighborhood butchers and fishmongers. Two friends, Abhay Hanjura and Vivek Gupta, decided to give up their well-paying jobs to organize the chaotic market. Thus was born Licious, a tech-first Direct-to-Consumer (D2C) fresh animal protein brand in 2015.
“Fresh ideas and strategic execution deliver the best results” – that is the mantra of Vivek and Abhay.
As in any start-up, the early years were rocky, but they methodically built up the foundation of the business. The big growth spurt came in the last two years when they leveraged the pandemic tailwinds to build their maiden venture into one of India’s highest-funded meat and seafood brands.
The company successfully raised multiple rounds of funding, They are the only meat brand in India that has received a grant worth US$2 million from the Ministry of Food Processing Industries. In October 2021, Licious entered India’s unicorn club and became India’s first D2C fresh meat and seafood brand with over US$1 billion valuation.
The meaty growth of Licious came on the back of its strong expansion strategy. Look at how the brand scaled between 2015 and 2021: from being operational in one city (Bengaluru) to 17 Indian cities; from 3,000 orders per month to over 2 million per month; and from five delivery centers to more than 100 today with over 400 vendors. In FY 2020-21, the company clocked net revenue of INR1300 crores registering an astonishing growth of over 200%.
Today, Licious has established itself as a much-loved meat brand, with an offering of 300+ SKUs. The company owns a fully controlled farm-to-fork supply chain. Licious ensures that farmers and fishermen are benefitted through training and steady income, butchers are formally trained to be meat technicians, and end consumers experience the superior quality of meat, homedelivered, in pristine white packaging.
The company has pledged to comply with the global environmental, social, and governance (ESG) standards, setting new benchmarks for sustainability and governance.