They created a 150-point checklist, worked with producers directly, and spent significantly more to buy the produce.Ĭonsumer food brand Licious raises $10M in Series B funding led by Mayfield and Sistema Asia Fund Blueprint for scale They took responsibility from source to packaging to delivery and had to adopt the chilled delivery concept because that ensured freshness of the product. The founders decided to own the entire manufacturing and supply chain instead of following the marketplace model. According to Abhay, this is an emotional category because it is "akin to a celebration". They started listening to the consumer and then started building the product. Licious had to do "heavylifting" for meat in India due to cultural preferences. He told me it was nothing remotely fresh, and to think people were associating that scent with something authentic!" Abhay said. I was taken aback at first and went to the food safety person in my company. "A friend once told us that when he touched a fish in the market, he could smell the backwaters of his state. They would look at us and say our plan of selling meat online would not be able to compete with local butchers. "People trusted anecdotal learning while buying meat. The founders were initially baffled by consumer behaviour and perception of fresh meat. The meal was so bad that after tasting the chicken, they joked, "Is there a way to bring life back into this chicken?!" Their journey, which began in mid-2015, has taken Licious to soonicorn status (startups with the potential to enter the unicorn club), with close to $100 million dollars in annual revenue as of FY21.īeing meat lovers, both Abhay and Vivek today throw around phrases like " Born to Meat" and " Work around the Cluck."Ībhay spoke to YourStory on the sidelines of TechSparks 2020, India's India's largest and most influential startup-tech conference. Six years ago, when Abhay Hanjura and Vivek Gupta met over lunch and ordered a tandoori chicken, dal, and roti, little did they know that this would change their lives forever.
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