Licious: Revolutionizing Fresh Meat and Seafood Delivery in India

January 29, 2024


  • Licious’s farm-to-fork model is a key differentiator.
  • Strong growth trajectory, achieving unicorn status.
  • Faces challenges in supply chain management and market competition.

Founded in 2015, Licious is a startup that has revolutionized the way consumers in India purchase meat and seafood. By focusing on delivering fresh, high-quality products directly to customers’ doors, Licious has addressed a significant gap in the Indian retail market.

Business Model

Licious operates on a farm-to-fork business model, ensuring that the meat and seafood they offer are fresh, hygienic, and of high quality. They control every step of the supply chain, from procurement to processing to delivery. This model allows Licious to maintain high standards of quality and freshness, which is a significant differentiator in the market.

The company has invested heavily in cold chain logistics and technology to ensure that products are kept fresh during transport. They also focus on customer experience, providing easy-to-use online platforms for ordering, and ensuring quick and reliable delivery.

Valuation and Growth

As of 2024, Licious has experienced remarkable growth. Its valuation has steadily increased, reaching a significant milestone when it became a unicorn in 2021. The growth trajectory of Licious reflects not only the increasing demand for quality meat and seafood in India but also the successful execution of its business strategy. Licious had achieved unicorn status with a valuation exceeding $1 billion USD following a series of funding rounds.


Licious operates in a competitive landscape that includes both traditional markets and other online meat and seafood delivery services. Key competitors include FreshToHome, Zappfresh, and BigBasket’s non-veg segment. However, Licious differentiates itself through its uncompromising focus on quality and freshness, a wide range of products, and its robust supply chain.

Investors and Funding

Licious has attracted substantial investments from a range of investors, including venture capital firms, private equity players, and strategic investors. These investments have been crucial in enabling Licious to expand its operations, invest in technology, and enhance its supply chain capabilities. In April 2023, Licious had attracted investments from a diverse group of investors. These included venture capital firms like 3one4 Capital, Vertex Growth Fund, and Bertelsmann India Investments. Strategic investors like Mayfield India, Sistema Asia Fund, and Nichirei Corp had also invested in the company. Additionally, Licious received funding from private equity players.

Founders and Leadership

The company was founded by Abhay Hanjura and Vivek Gupta, who brought complementary skills to the venture. Their leadership has been instrumental in Licious’s growth, guided by a clear vision of providing high-quality meat and seafood to Indian consumers.

Recent Developments

In 2024, Licious has made several strategic moves to consolidate its position in the market and gear up for future challenges. Key developments include:

  1. Expansion into New Markets: Licious has expanded its operations into several new cities in India, broadening its customer base and tapping into new regional markets. This expansion has been backed by robust market research and customized product offerings to cater to local tastes and preferences.
  2. Product Diversification: Licious has introduced new product lines, including ready-to-cook and ready-to-eat segments, catering to the growing demand for convenience in urban households. These new offerings have been well-received and have contributed to an increase in average order value.
  3. Technological Advancements: The company has invested heavily in AI and machine learning to optimize its supply chain and improve customer experience. These technological enhancements have led to better inventory management, predictive analytics for demand forecasting, and a more personalized shopping experience for customers.
  4. Sustainability Initiatives: Recognizing the importance of sustainable practices, Licious has initiated several eco-friendly measures. These include reducing plastic usage in packaging, investing in sustainable sourcing practices, and implementing energy-efficient processes in their supply chain.
  5. Strategic Partnerships: Licious has formed strategic partnerships with complementary businesses to enhance its service offerings and market reach. These partnerships have been aimed at improving logistics efficiency, expanding product range, and co-branding opportunities.


Despite its success, Licious faces challenges, including managing a complex supply chain, ensuring consistent product quality, and navigating a highly competitive market. Additionally, maintaining growth momentum in a market with diverse consumer preferences can be challenging.


Licious stands out in the Indian startup ecosystem as a pioneer in the fresh meat and seafood delivery segment. Its innovative business model, focus on quality, and strong leadership have propelled it to significant heights. However, to sustain its growth and market position, Licious must continuously innovate and efficiently manage its operational challenges.


Strategy Boffins Team