Licious changed the game in a country where the meat and seafood industry has long been broken up, dirty, and run by local vendors. This Bengaluru-based startup, started by Abhay Hanjura and Vivek Gupta in 2015, changed the way Indians buy fresh meat and seafood. In less than ten years, it became a billion-dollar brand. This is the story of Licious: how it changed a $40 billion industry, became India’s first direct-to-consumer (D2C) unicorn, and set new standards for quality and convenience for meat lovers all over the country.
The Beginning: Finding a Gap in the Market
Licious came about because of a personal problem. Abhay Hanjura, a biotechnology graduate from IIT Delhi, and Vivek Gupta, a chartered accountant with experience in venture capital, saw a big problem in India’s meat market in 2015: there was no way to get fresh, clean, and high-quality meat. A bad delivery of chicken that was poorly packaged and of low quality left Gupta’s clothes stained and both founders unhappy. This was the start of their business journey. They saw a chance to fill a big hole in a market where 73% of Indians eat meat, but the industry was still mostly unorganized, with problems like inconsistent quality, dirty practices, and unreliable supply chains.
Hanjura and Gupta left their high-paying corporate jobs to start Licious under Delightful Gourmet Pvt. Ltd. with the goal of “making meat great again.” Their goal was clear: to bring Indian customers fresh, high-quality meat and seafood right to their doors, cutting out the problems with traditional supply chains.
The Farm-to-Fork Model: A New Way to Do Things
Licious used a farm-to-fork business model, which meant they were in charge of the whole supply chain, from buying and processing food to storing and delivering it. This method cut out the middlemen, making sure that everything was clear, high-quality, and fresh. Licious gets 50% of its meat directly from its own farms (up from 10% in 2020), works with carefully chosen farmers and fishermen, and keeps a cold chain at 0–5°C to keep the natural juices and quality of the meat. Their products don’t have any antibiotics, chemicals, or artificial preservatives in them, which makes people feel better about their health and safety.
The company spent a lot of money on infrastructure, such as five state-of-the-art processing plants (two in Bengaluru, one each in Hyderabad, Mumbai, and Gurugram) and more than 90 delivery centers across India. This made it possible for Licious to deliver orders in most cities in 90 to 120 minutes. Customers could also schedule deliveries with a subscription model for even more convenience. Their “zero-inventory” model makes sure that products are always fresh, with a cycle from farm to fork of only 24 to 36 hours.
Licious also came up with new packaging that replaced the black plastic bags that people used to buy meat with sleek, leak-proof pouches and boxes. This not only made the customer experience better, but it also helped to remove the stigma around buying meat in a country where cultural biases can make non-vegetarian food seem bad.
Growth and Milestones: From Startup to Unicorn Licious started out small, only serving certain parts of Bengaluru at first. Within six months, it was making ₹1 crore a month, which shows how much people wanted its services. The business had grown to 14 cities by 2021. By 2025, it was in 28 cities, including Bengaluru, Delhi-NCR, Mumbai, Chennai, Hyderabad, and Kolkata.
The startup grew because it focused on customers and used technology wisely. Licious used data analytics and machine learning to make its supply chain better, guess what customers would like, and make the user experience better. With a 90% repeat purchase rate and 85% of sales coming from loyal customers, Licious built a strong community of over 3 million unique users by 2025. Its average basket size is ₹700, which shows that its customers trust and are interested in the brand.
In October 2021, Licious reached a big goal: it became India’s 29th unicorn and the first D2C unicorn. The company raised $52 million in a Series G round led by IIFL AMC’s Late Stage Tech Fund at a valuation of $1.05 billion. So far, the company has gotten $488.3 million from investors such as Temasek, 3one4 Capital, Vertex Ventures, and Multiples Alternate Asset Management. These funds have helped it grow, improve its technology, and open 26 stores in Bengaluru, with plans to open 500 more by 2026.
New products and being the best in the market
Licious didn’t just bring you fresh meat and seafood. It added ready-to-cook and ready-to-eat foods like kebabs, tandoori dishes, chicken spreads, and momos to its line of products. These are for city dwellers who want convenience without losing taste. These categories have brought in a lot of money, and new products have quickly gained popularity. The company also added services that add value, such as marination and subscription plans, making it the go-to place for all your meat and seafood needs.
Licious’s dedication to quality is clear from its certifications, like the FSSC22000 UKAS accreditation for food safety and its promise to follow all ESG rules, which makes it the first brand in the industry to do so. Working with World Animal Protection India to improve the welfare of chickens is another example of how ethical it is.
Problems and Strength
Licious’s journey wasn’t easy. There are many different types of meat in India, and people in different parts of the country have different tastes. For example, chicken is popular in North India, while seafood is popular in coastal areas like Kerala. To deal with these differences, we had to offer products that were tailored to each market and do marketing that was specific to each area. Also, cultural taboos against eating meat and prejudices from vegetarian investors made it hard to raise money at first. The founders remember that “vegetarian capitalists” were doubtful because they didn’t think there was a big enough demand for meat in India.
But the pandemic turned out to be a turning point. Licious saw a huge increase in demand as traditional meat shops closed during lockdowns. Even while the founders were in the hospital fighting COVID-19, their sales grew by 25%. The move to online platforms lowered the cost of getting new customers and increased the number of users who stayed with Licious, making it the market leader.
In the last few years, there have been new problems, like a drop in revenue in FY24 to ₹685 crore because third-party channels like Dunzo and Swiggy Meatstore shut down. But Licious cut its net losses by 44% to ₹294 crore by controlling costs and focusing on its own channels, with its app making up 85% of its business. The company also started a 30-minute delivery pilot in Gurugram, which shows that it is moving toward quick commerce.
Plans for the Future and Effects on the Industry
Licious wants to go public in 2026 with a value of more than $2 billion. It wants to have 50 stores open by March 2026 and offer a wider range of products, such as marinated foods that are ready to cook. The company’s “Infinity” loyalty program, which brings in 58% of its revenue, and its focus on using technology to improve the supply chain put it in a good position for future growth.
Licious has changed India’s meat industry in ways that go beyond its business success. It has made competitors and local vendors step up their game by setting strict hygiene and quality standards. People trust it because they can see where their meat comes from, from the farm to the kitchen, and it has taught them what to expect from good meat providers.
What We Can Learn from Licious’s Success
Licious’s story teaches entrepreneurs a lot:
- Find and Fix Real Problems: Licious filled a real need in the market by focusing on quality and convenience when it came to getting fresh, clean meat.
- Control the Supply Chain: Licious stood out from the competition because it owned the entire farm-to-fork process, which ensured consistency and openness.
- Use Technology: Machine learning and data analytics improved operations and made the customer experience better.
- Build Trust Through Transparency: Being open about how products are sourced and how hygiene is maintained made customers feel more confident.
- Adapt and Innovate: Licious stayed relevant to changing customer needs by adding ready-to-cook foods and quick commerce.
In conclusion
Licious’s story of success is one of vision, strength, and new ideas. Abhay Hanjura and Vivek Gupta have built a brand that millions of meat-loving Indians love. It started as a small business in Bengaluru and is now worth more than $1.5 billion. Licious has not only changed the meat industry, but it has also set a standard for direct-to-consumer (D2C) startups in India by putting quality first, using technology, and staying focused on the customer. Licious is getting ready for an IPO and more growth. It shows that even the most traditional industries can be changed with the right idea and execution.
