How Licious Carved a Billion-Dollar Empire in India's Meat Market

In a country where buying meat often meant questionable freshness and hygiene, Licious revolutionised the experience through vertical integration and supply chain mastery. Founded in 2015, this D2C meat brand transformed from startup to unicorn status in 2021, valued at an impressive $1.5 billion.

The secret to this foodtech startup India's success story? Their farm-to-fork meat delivery model controls every touchpoint—from local sourcing to doorstep delivery in just 90 minutes. Unlike competitors who outsource, Licious invested in its own meat processing centres and cold chain logistics network, ensuring uncompromised quality at every stage.

Instead of pouring millions into conventional advertising, Licious built trust through behind-the-scenes storytelling, showcasing their facilities, standards, and processes. This transparency strategy paid off magnificently: today, they serve over 2.5 million monthly customers with a remarkable 90% repeat purchase rate.

Their fresh meat delivery India model proves that in the D2C space, operational excellence creates organic marketing. By solving real consumer pain points around freshness and reliability.

Licious didn't just disrupt the meat market—they redefined consumer expectations for an entire industry.