Every week, ~51% of India’s population eat meat 🍖
Yet, most of the meat category is unorganised 🥺
Here’s how Licious is disrupting the category ⬇️

Licious: A Supply Chain Like No Other In The Meat Industry — I love Licious packaging ✨

Quick context 🗓

Launched in 2015 it solved for delivery, quality of meat, order experience & really built a delta four experience. And, that’s after 10s of player tried disrupting this category. It recently raised ~USD $488 million at a $2 billion valuation.

So what did Licious really do?

First, a direct channel with producers 🎯
Over 50% of the meat comes from Licious’s own farm, and the rest from vendors who are throughly trained to produce under bio-secure techniques, leading to zero contamination. This is what’s called the “Licious” edge.

McDonald's does something similar with the raw materials by controlling the process end to end and owning potato farms across the world.

Second, differentiated packaging 📦
Eating, buying, carrying meat is still a taboo in India - and where meat is wrapped in a black coloured plastic bag. Licious took it upon itself to change this sentiment & allow users to feel content with the purchasing, breaking years of stigma attached to consumer buying habits.

Third, control over cold-supply chain 🧊

During their primary research, Licious found the meat quality & its ability to go bad a high concern among it’s target urban buyers. It solved the issue by creating a network of 90+ delivery centers across 14 cities & storing meat between 0°C to 4°C which is the ideal temperature to store cut meat.

Fourth, demand prediction models 📊

Perishable produce is a nightmare for demand <> supply business - and Licious knew this from day 0. With predictable data models to gauge consumer buying habits, uptick and downfall during hour of the day, day of the week, even seasonality effects from weather, festivals - it reduced wastage of goods from industry average of 40% down to 3%.

Fifth, customer obsession & design for trust 💥

The bullseye was Licious “Priority Desk” that lets customers reach out to the customer support team directly. This is unheard of in this category. Stuff like meat cutting to delivery in 120 minutes has not been done by any pre-cut meat brand in India. If you think deeply, the customer journey is designed for trust.

Double click on image to zoom © GrowthX.club

The key insight from Licious story ✨

The first few years of internet in India was all about building websites & optimising for selling product funnel. But, the next 20 years will be all about building full stack internet businesses such as Licious, Zomato, Urban Company. Ask your team, “Is your product really solving for the end to end user experience?”

Love this newsletter? 🤞🏻

I have been putting my heart & soul to get you access to deeper articles like these, every week. When we started this newsletter - we never imagined we would be a family of over 59,000+ curious souls, but we are now. And, we want to reach 100K this year and scale the impact of this newsletter on the India startup ecosystem.

Please share this newsletter with your twitter, slack, WhatsApp groups & I’ll be thankful. Plus, cherry on the cake, Sleepy Owl Coffee will ship you a cool merch when you refer 5+ friends. How cool is that?

Refer the newsletter, get merch

GrowthX's Newsletter

How Licious became a meaty unicorn? 🍤 🐟🍗