Abhay Hanjura _ Vivek Gupta, Co-founders, Licious
TheNFAPost Podcast

Chennai, NFAPost: Largest fresh meat, meat products and seafood brand, Licious, has announced its foray into Coimbatore market. This will be Licious’ eigth market nationally and the fourth in the southern part of the country – consolidating its leadership position in the fresh meat and seafood segment.

Since its inception in 2015, the company has created a seamless and convenient meat-buying experience for people across the country and currently serves a million orders per month.

India’s meat market is valued at $40 billion, with over 73% of the total population being meat eaters. Coimbatore offers a pronounced market prospect with its globalised affluence and with 98% of meat eaters.  

The city’s rich culinary culture and proximity to the coastline has prepped Coimbatorians’ palate for high quality and delectable food-fare that is in complete synergy with Licious’ offering.

Licious co-founders Abhay Hanjura and Vivek Gupta said, “We are extremely happy to be launching our operations in Coimbatore. From Chettinad Chicken Curry to the Kongu style Aattu Kari Kuzhambu and Nanjil Fish Curry, the Tamil food palate is peppered with delicious meat -dominant cuisine. The vibrant culinary scene and diverse population, we believe, is a perfect fit for Licious’ product offerings, which will add immense value to the food culture of Coimbatore.”

He added, “We aim at leveraging our rich experience, expertise and knowledge of meat and seafood to solve the prevailing customer pain points of quality, hygiene, freshness and convenience that is pertinent to this market. We are excited about introducing our transformational and category leading brand here.”

Licious brings a total of 119 product offerings to Coimbatore, including preferred cuts of fresh meat and seafood,  ready-to-cook delicacies like Chicken Chettinad roast, Kozhi Milagu Varuval, Mutton Chukka, Prawns Masala and Varutha Meen and the company’s famous chicken and prawn spreads in the ready-to-eat category.

As a category-first brand backed by technology, Licious’ greatest USP has been superior quality product, which has been giving them a consistent repeat order rate of 90% since the 1st year of operation. To ensure a coherent product standard and uncompromised customer service, the company owns and controls the entire supply chain.

This farm to fork business model also happens to be the only meat and seafood brand from India to be certified with FSSC22000, one of the highest food safety certifications in the world. Currently, the company is delivering 1 million orders per month.

Licious has raised a total of $94 million till date, the last round being in December 2019. TV Mohandas Pai, Vertex Growth Fund, Nichirei Corp, 3one4 Capital, Bertelsmann India Investments, UCLA, Sistema Asia Fund, Mayfield Capital, Sistema Asia Fund, Korea based Neoplux Technology fund, Innoven Capital are some of the investors.

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