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Tag: licious

  • Best Father’s Day Ad Campaigns That Nailed Emotion and Creativity

    Our fathers are the rock upon which we can put our faith. They are constant in their support and will always be there for us. They encourage us to keep going even when things are tough, and they are the wind beneath our wings. Dads love us even when we can’t see it, and they make sure we have all we need. The people who help us achieve our goals in life are often our dads. Our dads have been our biggest advocates from the time they taught us to ride bikes as children until now, when we’re adults, when we pursue our goals and ambitions. Fathers deserve recognition all year round for being there for their children through thick and thin, believing in them and their abilities, and helping them attain their full potential. We honour our fathers and everything they do for us each year on Father’s Day.

    Several brands realising the importance of this day, have put their creative minds to work and crafted some of the most thoughtful commercials to make Father’s Day more special:

    Zomato’s Father’s Day Ad Celebrates the Unsung Multi-Tasker – Dad
    Apollo Tyres
    Hero Lectro
    Hisense India
    IFFALCON
    Pizza Hut
    Upstox
    Kotak Mahindra Life Insurance
    Zepto
    Bharat Matrimony
    Dove Men+Care
    Edelweiss Mutual Fund
    Godrej Group
    HDFC
    Himalaya Babycare
    Licious
    Poonawalla Fincorp
    Narayana Group
    SBI Life

    Zomato’s Father’s Day Ad Celebrates the Unsung Multi-Tasker – Dad

    Zomato has released a heartwarming Father’s Day campaign that beautifully captures the silent strength and support fathers offer through every stage of life. The ad traces the journey from childhood to adulthood, showing how fathers are always present, whether it’s dropping you off, staying up at night, or simply being a comforting presence.

    Adding a quirky twist, the film cleverly compares the roles fathers play to popular modern services. He’s our very own Uber, always ready to drive us; our Spotify, singing lullabies late at night; our personal event planner, just like Zomato District; our reliable news update, like Inshorts; and even our human Truecaller, always picking up the landline. And when the child casually mentions mangoes, he brings them home by evening, just like Blinkit.



    Apollo Tyres

    Apollo Tyres – Father’s Day Campaign

    Apollo Tyres celebrated Father’s Day in 2024 with a heartfelt and warming ad highlighting how fathers navigate life with love and resilience. But the ad has a little twist. It is not talking about a bond between father and child, but between an owner and his pet dog. The narrative captured here showcases that parental bonds can be between animals and humans, just as the present generations see their pets as their children. 

    Hero Lectro

    Hero Lectro showcased that the greatest Father’s Day gift is not an expensive watch or a car, but rather the moments we share. The ad showcases an emotional journey where fathers play a constant supportive role, from teaching us to walk to riding our first bicycle. They are not just teachers and mentors, but also companions and friends who provide wisdom and insights as we grow up. 

    Hisense India

    Hisense India - Father's Day Campaign
    Hisense India – Father’s Day Campaign

    Hisense India created a Father’s Day campaign that not only highlighted the bond between fathers and children but also the multiple roles they play in our lives. The brand made its campaign interactive by asking users to send photos of their MVP, their dad with Hisense. This campaign was to show that dads are always there for us and support us no matter what we do. 

    IFFALCON

    IFFALCON had one of the most quirky and relatable Father’s Day campaigns. It highlights how fathers take hours to make a decision, as they pay attention to every detail, whether it’s choosing a TV or picking the next family vacation. They always want what is best for their family, and will take the time and energy to choose one that not only suits everyone’s needs but also their budget. The brand demonstrates the extent to which fathers are invested in purchasing to keep their families happy. 

    Pizza Hut

    Pizza Hut – Father’s Day Campaign

    Fathers are not always able to openly express their love and affection. But we all know that it’s there. Pizza Hut’s Father’s Day campaign is a take on that where a son wishes his father on his special day and agrees to foot the bill for a pizza party together. All his father does is share a thumbs-up emoji, but lost is the sweet and loving smile that the father gives, beaming with pride. 

    Upstox

    Upstox – Father’s Day Campaign

    Upstox financial investment brand celebrated Father’s Day with its #FirstFinancialAdvisor campaign. It shows a video of conversations between fathers and their children from childhood drama to adulthood problem-solving. But it highlights simple money-saving lessons to supportive, dynamic guides. Fathers are our first personal growth and financial educators who influence our lives and teach us how to make the right decisions, especially when it comes to finances. 

    Kotak Mahindra Life Insurance

    Kotak Mahindra Life Insurance – Father’s Day Campaign

    In 2024, Kotak Mahindra launched a digital film featuring their brand ambassador, Rajkummar Rao. It pays tribute to the essence of a father’s love and inspiration in one’s life. While a father’s love is often perceived as tough, they stand by you in every phase of life. Rajkummar Rao talks about his moments with his father and celebrates him as his first hero. 

    Zepto

    Zepto – Father’s Day Campaign

    Zepto celebrated Father’s Day with its #JustSayIt campaign that openly encouraged people to express their love and appreciation for their fathers. The campaign was a touching video that played across multiple platforms and encouraged its audience with teasers and interactive content. The idea was simple: just make sure that your father knows just how much you love and cherish him on his special day.   

      

    Bharat Matrimony

    Bharat Matrimony – Father’s Day Campaign

    Last year, Bharat Matrimony aired an advertisement for Father’s Day that brilliantly depicted the love between a father and daughter while also apologizing to all fathers. The idea for the commercial came from the observation that dads miss their daughters when they grow up, even though they want them to get married.

    It captures images of heartbroken dads during the ‘bidaai’ ceremony when the bride gets ready to move in with her new family after saying a sad goodbye to her parents.

    Some dads put up a strong front to control their emotions, while others flash a proud, teary smile. At the conclusion of the film, BharatMatrimony issues an “apology” for matching daughters with suitable life partners and for causing this heartbreaking separation.

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    Dove Men+Care

    Dove Men+Care #CongratsItsADad Campaign
    Dove Men+Care – Father’s Day Campaign

    Dove Men+Care announced the debut of their #CongratsItsADad campaign in 2023, which honors fathers and the moment they become the first guardians of their children, on Father’s Day. The initiative’s execution showcased a remarkable level of agility, aligning with the brand’s continued dedication to acknowledging the life-changing impact of care. #CongratsItsADad is all about the dads who got the best Father’s Day present ever: a baby.

    The campaign included photos of new parents and encouraged everyone to recognize the care that dads and father figures provide in their lives. Dove Men+Care wasted no time turning the birthing photographs sent in by families and photographers around the nation into outdoor digital billboards. On the same day, they went up in more than 1,600 spots around New York City, including Penn Plaza and Times Square.

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    Edelweiss Mutual Fund

    Edelweiss Mutual Fund – Father’s Day Campaign

    Edelweiss Mutual Fund has released a digital film called “Chhoti chhoti kishton ne, Seench liya aaj rishton ko” in celebration of Father’s Day.

    The digital film’s goal is to make a strong point about enabling dads to live independently and with purpose in retirement while capturing the unique link between a grandpa and his grandchild.

    In the video, it was shown a middle-class family on a summer vacation to the village to stay with the boy’s grandpa. The boy is five years old. As they get ready to depart, the pair touches the old man’s feet in a traditional gesture to request his blessings. As the little boy clings to his grandpa, a touching scene unfolds.

    In a touching turn of events, the old guy politely turns down the couple’s small financial gift and instead surprises them by giving their son a larger sum of money along with some sincere wishes. As they watch this act of kindness develop, the couple is profoundly affected by the range of feelings they are experiencing. A catchy melody enhances the scene’s emotional effect as it plays in the background of the film.

    Godrej Group

    Godrej Group – Father’s Day Campaign

    A heartwarming recipe that pays tribute to fathers across the world is part of Godrej Group’s #PerfectForDadRecipe, an inspiring Father’s Day campaign. The campaign dives into deep contemplation and is sure to provoke thought. Highlighting a father’s important contributions in the kitchen, #PerfectForDadRecipe encourages diversity in new-age parenting while shattering biases and addressing stereotypes connected with parental roles. An exclusive Father’s Day dish called “The Misunderstood Dad Platter” is showcased in the advertising, which incorporates Godrej products.

    Advocating for a shift in consumer mindset away from traditional gender stereotypes, the #PerfectforDadRecipe campaign highlights the equal abilities of fathers and mothers in the home and the role of parents. Godrej Group’s Corporate Brand & Communications team and Creativeland Asia came up with the idea for #PerfectforDadRecipe to highlight the importance of fathers in raising children and making the house a home. Featuring Godrej items and a father in the kitchen, the ad taps into the many feelings and societal expectations around fatherhood.

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    HDFC

    HDFC – Father’s Day Campaign

    The Father’s Day advertisement by HDFC Mutual Fund stresses the value of starting early and how even modest investments now may pay off handsomely later. Many fathers instill in their children the values of saving for the future and working hard now will pay off in the end. The company takes a page out of Dad’s playbook when it comes to saving money and promotes a similar attitude among consumers.

    Himalaya Babycare

    Himalaya BabyCare – Father’s Day Campaign

    Because of the sacrifices they make and the challenges they go through, fathers are the very first heroes in our lives. They love and protect us. However, not many parents are aware that their children look up to them as role models. An advertisement for Father’s Day that Himalaya Babycare created describes the spirit of fatherhood and encourages children of all ages to express to their fathers that they are their heroes.

    Licious

    Licious – Father’s Day Campaign

    In every household, fathers are the unofficial “meat experts,” and they are frequently the ones who are responsible for purchasing chicken and mutton. The majority of people take their obligations extremely seriously, making certain that their family can enjoy the very best that life has to offer. The moment that they are taken away from this duty against their will, there will undoubtedly be some complaints received. In an homage to fathers on Father’s Day, the meat brand Licious apologizes to fathers for relieving them of their “meat duties,” in which the fathers express their displeasure with the situation.

    Licious Success Story – Meat And Seafood Company
    Licious is a Bengaluru-based company. Licious business model is a farm-to-fork one. Know about the Licious Startup story, its Founders, Revenue, and Growth story here.
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    Poonawalla Fincorp

    Poonawalla FinCorp – Father’s Day Campaign

    Cyrus Broacha portrays the character of Boman Naoroji, who has a crush on his red automobile, which he refers to as “Boman Ki Pyaari,” and goes to great lengths to ensure that it is in perfect shape. On the other hand, “Boman Ki Pyaari” is of secondary importance to “Boman ki Dulhaari,” which is his daughter. To raise money for his daughter’s new venture, Boman decides to sell his much-loved automobile. Thankfully, Poonawalla Fincorp comes to the rescue, and “Boman ki Pyaari” continues to maintain its relationship with Boman. This campaign is being run by the company to draw attention to the collateral-free loan product that the company provides, with the end goal of encouraging clients to make it their preferred one-stop solution. It is the unwavering support that fathers provide for their children that this brand highlights. Fathers are there for their children even when they would rather remain in the background.

    Narayana Group

    Narayana Group – Father’s Day Campaign

    The narrative of Narayana Group is about a father who is unshakable in his support of his son to assist him in achieving success. The movie praises the importance of fathers as motivators, role models, and mentors, demonstrating to children that they can inculcate values, discipline, and a desire for learning through their actions rather than just words.

    SBI Life

    SBI – Father’s Day Campaign

    The #PapaHainNaa digital film that SBI Life has created for Father’s Day depicts the journey of self-realization that a father goes through as he realizes that he has been inadvertently imparting values of perseverance and dedication in his child.

    One notion that is narrated by all of these advertisements is that behind the scenes, fathers not only put in a lot of effort to make their children’s goals come true, but they also give their children the support that they require. When they are put in a position, fathers become more emotional than mothers, even though they convey the image of being emotionless. Fathers are frequently thought of as being the person with the most difficult hearts. To put it simply, they are the engine that propels the life of every child.

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    FAQs

    When is Father’s Day celebrated?

    Father’s Day is celebrated annually on the third Sunday in June. This year, it is on 15th June.

    What is the Dove Men+Care campaign about?

    Dove Men+Care announced the debut of their #CongratsItsADad campaign in 2023, which honors fathers and the moment they become the first guardians of their children, on Father’s Day.

    What was Godrej’s Father’s Day campaign?

    #PerfectforDadRecipe was Godrej’s Father’s Day campaign.

  • Licious: How it is Emerging as a One-Stop Platform for Fresh Meat & Sea Food

    Company Profile is an initiative by StartupTalky to publish verified information on different startups and organizations.

    Love eating non-veg right? Whenever it is a certain Tuesday, Thursday, or Saturday, your hearts come out crying for non-veg. To have just a glimpse of your favorite non-veg dishes or a mouthful of the most delicious chicken, mutton, or fish is simply a yearning that grows all the more during these vegetarian days. However, even if we plan to have a quick snack out of the non-veg dishes, there are times that we don’t manage to find them at our homes these days.

    But that’s no more of an issue in today’s world.

    Yes, with the birth of Licious, fresh meat and fish are not scarce now.
    Whether you love chicken, meat, fish, seafood, eggs, or cold cuts, Licious is always there beside you to deliver the best products to your doorstep.

    The Direct-to-consumer meat and seafood brand is announced as the first Indian unicorn company from the D2C segment and the 29th unicorn in the country in 2021. Licious startup joined the unicorn club on October 5, 2021.

    Read more about Licious company, Startup Story, Owner, Business Model, Revenue Model, Funding and Investors, Growth, Competitors, and more in this success story that follows!

    Licious Company Details

    Start-up Name Licious
    Headquarters Bangalore
    Industry E-commerceguide and Food & Beverage
    Founders Vivek Gupta and Abhay Hanjura
    Founded September 2015
    Parent Company Delightful Gourmet Private Limited
    Website licious.com

    About Licious
    Licious – Startup Story
    Licious – Founders And Team
    Licious – Name, Tagline and Logo
    Licious – Business Model
    Licious – Revenue Model
    Licious – Funding And Investors
    Licious – Shareholding
    Licious – Investments
    Licious – Acquisition
    Licious – Growth and Revenue
    Licious – Financials
    Licious – Product Launch
    Licious – Challenges
    Licious – Competitors
    Licious – Advertisements and Campaigns
    Licious – Awards and Achievements
    Licious – Future Plans

    About Licious

    Licious is a Bengaluru-based meat and seafood brand. The company serves the best, fresh, and clean fish, chicken, meat, and eggs online. Licious works on a farm-to-fork model owning the entire back-end supply chain and the cold chain. A separate recipe section is also present in their App. It helps the customers to cook delicious dishes. And also teaches the exotic chef style.

    It operates across Bangalore, Hyderabad, Delhi-NCR, Chandigarh, Mumbai, Pune, Chennai, Coimbatore, Pondicherry, Jaipur, Kochi, Vizag, Kolkata, and Vijayawada.

    Licious – Startup Story

    Abhay Hanjura approached Vivek Gupta (who was then working with Helion Ventures) to explore the space of fresh meat and seafood delivery in India. Although 73% of Indians eat meat and seafood, the industry is highly unorganized. An average Indian household consumes 2000-3000 different branded products, meat being the only exception (well, almost). More than 95% of the fresh meat & seafood industry in India is unorganized & usually conjures up an image of an unhygienic local market, filth, stench & an unpleasant buying experience. The duo wanted to change the way Indians experience meat.

    Hence, Licious company was created with the thought that India deserves better meat.

    Abhay and Vivek were having lunch while discussing the business idea. The chicken they were having was of really bad quality. Vivek remarked that, if we have to build Licious we will have to put life in this dead chicken! That was the moment they realized what they wanted to achieve through Licious- to deliver an unparalleled meaty experience to Indians, introduce global quality standards & benchmarks, set up a hitherto non-existent infrastructure & build processes that India was yet to see.

    Taking up this idea of changing the way meat is procured, processed, and sold in India, Abhay Hanjura decided to leave his well-paying job at an insurance brokerage firm where he worked. Hearing this, Hanjura’s family, who were pure vegetarians, even threatened to disown him, finding this meaty idea very hard to stomach. However, they didn’t decide to stop Abhay from meeting Vivek though, and as a result, we now have the unicorn online meat supplier, Licious, from where we can order meat and seafood anytime.

    Licious chose a simple mission statement- we won’t sell what we won’t eat ourselves! It is this simple credo that has been the driving force at the company and continues to be so, 5 years later.

    Licious Products
    Licious Product Packaging

    Licious – Founders And Team

    Vivek Gupta and Abhay Hanjura are the founders of Licious.

    Vivek Gupta (left) & Abhay Hanjura (right) | Licious Founders
    Vivek Gupta (left) & Abhay Hanjura (right) |Licious Founders

    Vivek Gupta

    Vivek Gupta is the Co-founder of Licious. He started his career as a Corporate Finance Manager at Tavant Technologies. Vivek previously served as the Finance Controller of Helion Ventures and the Non-Executive Director at MobiCom Commune Pvt. Ltd. He completed his BCom from Punjab University and went on to become a Chartered Accountant (CA).

    Abhay Hanjura

    Abhay Hanjura is also the Co-founder of Licious. He is a Hindu Kashmiri Pandit and was the campus ambassador of Infosys. Abhay started his career as a Deputy Manager at India Insure Risk Management Services. He was also the Head of Business Intelligence and Associate Director of Futurisk Insurance Broking Pvt Ltd.

    It was the time when Vivek and Abhay started engaging with Adithya Kote, who was then the Creative Head at Cafe Coffee Day Group. For the naming of the brand, the duo went through 300+ name ideas, after which they were satisfied with “Licious” as the name, and decided to choose it, which is taken from the word “delicious”. When Abhay was once asked why he kept “Licious” as their brand name, he said, “We wanted to name our company something that appeals to people’s emotions. Our intention was to be a complete meat brand.”

    Licious Logo
    Licious Old Logo and Licious New Logo (L to R) 

    Licious changed its old logo to the new one on June 3, 2022. The popular meat brand launched its new logo with a new colour scheme and this way it refreshed its brand identity. Walking down the new logo, we find 3 colors dominating – smoky grey, hearty red, and creamy white. This new logo was launched to enliven the lusciousness associated with meat. Speaking on this new makeover, Santosh Hegde, Vice President, of brands, Licious, mentioned that innovation and evolution are not just pertinent but critical to the journey of Licious.

    Licious – Business Model

    Licious Products

    Licious has got a farm-to-fork business model. The company handles the entire supply chain. Starting from procurement, processing, and storage to reaching the consumer, in the end, the responsibility of the company is everything. The startup it seems, has borrowed a page from Amul’s playbook to get rid of the middlemen and control procurement directly along with processing and marketing. Speaking on it, Abhay said, “I strongly believe that what Amul did for milk, Licious will do for animal husbandry”.

    Licious claims that 50% of the startup’s meat comes from its own farms, which was only 10% in 2020. Furthermore, Licious also owns processing and delivery centers. Licious has also started to remove the stigma around meat right from the first day. Instead of black plastic bags, Licious sold meat in neat boxes and leakage-proof pouches and containers.

    Transactions are very safe and secured here with Licious. The company strives to maintain the freshness and the quality of every product. They have both, a web platform as well as a mobile app. Consumer loyalty is the main focus of the brand.

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    Licious – Revenue Model

    Licious receives a major chunk of its revenues from the sale of its meat products, seafood, marinate, and eggs. The rest of the revenues come from the delivery of the products and other related services.

    Licious has successfully delivered to more than 2 million unique customers to date, it added. The average basket size is INR 700.

    Licious – Funding And Investors

    Licious has raised a total amount of $488.3 million in funding including the latest funding round led by Amansa Capital, Kotak PE, Axis Growth, and others on March 15, 2022, where the investors infused $150 million in funding.

    Licious became the 29th unicorn of India in 2021 and the first unicorn startup from the D2C segment.

    Licious’ Funding and investors’ details are as follows –

    Date Transaction Name Money Raised Lead Investors
    March 15, 2022 Series F $150 million Amansa Capital, Kotak PE, Axis Growth and more.
    February 25, 2022 Series F $ 91.4 million Gruhas Proptech
    October 5, 2021 Series F $52 million IIFL
    June 11, 2021 Series F round $192 million Multiples Alternate Asset Management, Brunei Investment Agency, Vertex Ventures
    December 16, 2019 Series E $30 million Vertex Growth Fund, 3one4 Capital, Bertelsmann India Investments, Nichirei Corp, Vertex Ventures Southeast Asia and India, Sistema Asia Fund
    December 10, 2018 Series D $25 million Nichirin, 3one4 Capital, Bertelsmann India Investment, Vertex Ventures Southeast Asia and India, UCLA, Sistema Asia Fund
    September 26, 2018 Series C $25 million Bertelsmann India Investments and Vertex Ventures Southeast Asia & India (part of the Vertex Holdings network of funds). The University of California, Los Angeles (UCLA), also invested in the company along with existing investors Mayfield India, 3one4 Capital, Sistema Asia Fund, InnoVen Capital
    March 29, 2017 Series B $10 million 3one4 Capital and Mayfield Fund Sistema Asia Fund, Neoplux Technology fund
    April 21, 2016 Series A $3.5 million Mayfield Fund, 3one4 Capital
    September 24, 2015 Seed Round $1 million T.V. Mohandas Pai, Manipal Global Education Services, entrepreneur Kanwaljit Singh

    Licious Investors

    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 and Innoven Capital are some of the investors in the company. The Series F round of investment further added Multiples Alternate Asset Management and Brunei Investment Agency as the latest investors.

    Licious – Shareholding

    Licious’ shareholding pattern as of September 2023, sourced from Tracxn:

    Licious Shareholders Percentage
    Abhay Hanjura 8.7%
    Vivek Gupta 8.7%
    Innoven Capital < 0.1%
    Temasek 15.4%
    Vertex Growth 9.6%
    Multiples Alternate Asset Management 8.9%
    Mayfield 6.9%
    Bertelsmann India Investments 6.6%
    Sistema 6.5%
    Amansa Capital 3.6%
    3one4 Capital 6.0%
    IIFL Asset Management 3.1%
    Kotak Mahindra Bank 2.1%
    Sprout Venture Partners 1.4%
    Avendus 1.8%
    Axis Growth 1.1%
    Fireside Ventures 0.5%
    Tholons 0.3%
    Gruhas < 0.1%
    Vertex Ventures < 0.1%
    QED Innovation Labs < 0.1%
    xto10x < 0.1%
    Transaction Square < 0.1%
    Neoplux –
    Ammar Teknik 3.1%
    UCLA Foundation 1.6%
    Sojitz 0.7%
    Indo Nippon Foods –
    KCT Group –
    Nichirei –
    Angel 0.6%
    Other People –
    ESOP Pool 2.5%
    Total 100.0%
    Licious Shareholding
    Licious Shareholding

    Licious – Investments

    Licious has made 1 investment to date. The maiden investment round of Licious went to Pawfectly Made, in which it invested close to $1 million on April 27, 2022. Licious, along with the same, also became a strategic partner of the Bengaluru-based pet food startup.

    Date of Investment Name of the Company Funding Round Lead Investor Deal Value
    April 27, 2022 Pawfectly Made Corporate Round Yes $992.36K

    Licious – Acquisition

    On October 15, 2024, Licious bought the Bengaluru-based offline retailer ‘My Chicken and More’ for INR 150-200 crore. The retailer has 23 stores in the city. Co-founder Vivek Gupta said this deal will help Licious expand faster in South India.

    With this cash and equity deal, Licious now has a strong physical presence in Bengaluru, increasing its total number of stores to 26.

    Licious – Growth and Revenue

    The business saw a 500% growth in the past years and continues to hold on to the momentum. While all product categories saw growth, the ready-to-cook and ready-to-eat categories contributed significantly to the revenue. Products like the kebab range & chicken spreads emerged as favorites, while new launches like tandoori products are seeing quick traction too. Licious is in fact, hailed as the largest player in this segment.

    The company has enjoyed a repeat purchase rate of 90% and continues to enjoy the same. Licious further takes pride in the fact that the company has successfully served more than 2 million unique customers during the past year.

    People usually say that most Indians are vegetarians. But this is not true. More than 73% of the population in India eats meat. This is the biggest fact behind Licious’ growth. Surveys say that the fresh meat and seafood market is very unorganized. That is why online platforms have emerged to help people all around. Licious promised its consumers hygiene and quality.

    Licious opened its first offline store in Bengaluru in June 2022 and is looking forward to being profitable in the next 12-18 months.

    • The company delivered more than 2 million unique customers till October 2021.
    • Licious valuation is $ 1.5 billion as of July 2023.
    • The company has 1,535 employees.
    • It processes over 1.2 million orders every month.

    Licious – Financials

    Licious saw a decline in revenue in FY24 while also managing to reduce expenses and losses compared to FY23. Below is a detailed breakdown of its financials over the years.

    Particulars FY24 FY23 FY22 FY21
    Revenue INR 748.1 crore INR 808.9 crore INR 706.1 crore INR 430.5 crore
    Expenses INR 1,045.6 crore INR 1,309.3 crore INR 1,187.1 crore INR 641.7 crore
    Profit/Loss INR -298.6 crore INR -528.6 crore INR -855.7 crore INR -369.8 crore
    Licious Financials
    Licious Financials

    Licious Revenue:

    Revenue Breakdown FY24 FY23
    Revenue from operations INR 686.9 crore INR 747.8 crore
    Other income INR 61.3 crore INR 61.1 crore
    Total Revenue INR 748.1 crore INR 808.9 crore

    Licious’ total revenue declined by INR 60.8 crore in FY24, mainly due to a drop in revenue from operations, while other income remained stable.

    Licious Expenses:

    Expense Breakdown FY24 FY23
    Cost of material consumed INR 470.4 crore INR 644.7 crore
    Changes in inventory INR 0.7 crore (INR 0.6 crore)
    Employee benefits expenses INR 197.6 crore INR 240 crore
    Finance costs INR 18.4 crore INR 14.6 crore
    Depreciation & amortization INR 40.4 crore INR 36.8 crore
    Other expenses INR 318.1 crore INR 373.8 crore
    Total Expenses INR 1,045.6 crore INR 1,309.3 crore

    Expenses dropped significantly by INR 263.7 crore in FY24, mainly due to a reduction in material costs and employee expenses.

    Licious Profit/Loss:

    Profit/Loss Breakdown FY24 FY23
    Gross Profit INR 277.7 crore INR 164.2 crore
    Operating Profit/(Loss) before exceptional items INR 297.4 crore INR -500.4 crore
    Exceptional items before tax INR -1.2 crore INR -28.2 crore
    Net Profit/Loss INR -298.6 crore INR -528.6 crore

    Licious significantly reduced its losses by INR 230 crore in FY24, improving from INR 528.6 crore to INR 298.6 crore.

    Quick Summary:

    • Revenue declined by INR 60.8 crore in FY24, mainly due to a fall in operations revenue.
    • Expenses were reduced by INR 263.7 crore, with a major drop in material and employee costs.
    • Losses decreased by INR 230 crore, showing an improvement in financial efficiency.

    Licious – Product Launch

    Spices

    Online meat retailer Licious announced in December 2022 that it will introduce specialty spice blends in the top 8 cities.

    Plant-Based

    Licious launched plant based programme Uncrave in December 2022.

    Store

    With the opening of five new Licious Stores in the Delhi-NCR region in June 2023, Licious is enhancing its offline presence. By providing an immersive environment for devoted Licious fans, these shops hope to alter the conventional meat-buying process.

    Rewards Programme Infiniti

    The debut of Licious Infiniti, a special rewards-based program for Licious customers, was announced by Licious in August 2023. The program provides users with endless benefits with no limitations or constraints, as the name would imply.

    Licious – Challenges

    The challenges started from day 1 for Licious, even before it was launched.

    Abhay’s Family Opposed

    Abhay Hanjura, who is from Jammu and hails from a family of Kashmiri pandits was opposed by his family, who are pure vegetarians to getting on with one such idea of building a meat startup. However, as they didn’t restrain him completely from meeting Vivek, the startup took its shape ultimately and grew to become a revolutionary meat brand.

    Late Deliveries

    Outside of Abhay’s house, things went so bad that the startup had to close operations on the very first day of its launch in a country that is No. 4 in meat production globally. All of Licious’ deliveries were late. Though the brand chased a high-quality product solution, it didn’t simply work that hard on the supply chain system. This is why it took 15-20 more days for Licious to get back in business.

    Researchers found that there was a dearth of cold storage facilities in India. Besides, storing meat well and retaining its freshness is a big challenge for many companies, which Licious is trying to capitalize on.

    Some other Licious challenges include:

    • The rise of more competitors and the intensity of the competition in the online meat market
    • Frequent livestock infections
    • The rise of meat substitutes
    • The costs that are involved in servicing smaller orders
    • Consumer preferences to buy meat from local meat sellers

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    Licious – Competitors

    The top competitors of Licious are:

    • FreshToHome
    • ZappFresh
    • TenderCuts

    Licious – Advertisements and Campaigns

    Licious is not only new in its business strategy and the focused area of operation but also in its marketing campaigns and advertisements that the start has planned during its journey. The brand has collaborated with a bundle of celebrities from the Bollywood and the Tollywood film industries till now including Kunaal Roy Kapoor, Parambrata Chattopadhyay, etc.

    Licious Campaign

    The company rolled out its #FasterChef campaign the actor Arjun Kapoor featured, which was focused on good food and the joy of sharing the same. Most of the Licious campaigns are focusing on the same.

    Licious – Awards and Achievements

    Being the first major business in India that solely focuses on the delivery of fresh meat, fish, eggs, and seafood, Licious has been honored with numerous awards and recognitions in its journey so far. Here’s a list of the awards and achievements that Licious has received to date:

    • One of the top 12 emerging startups by CB Insights in 2016
    • Named among the SuperStartups Asia in 2017
    • BW Disrupt named Licious in its 40 under 40 list in 2018
    • Licious’ founders were among the 50 Most Influential Indians GQ India
    • The company received the FSSC22000 UKAS certification in 2018
    • INC42 labeled Licious as one of the Most Innovative Startups in 2018
    • Entrepreneur Magazine noticed Licious in its 35 Under 35 in 2019
    • Fortune’s 40 Under 40 list included Licious in 2019
    • It was in the same year that Licious was included in BW’s 35 Under 35 list
    • Licious grabbed the CII_ Outstanding Performance in Food Safety Award in the category of Small & Medium Manufacturing Food Businesses –Rising Star – Meat & Poultry in 2019
    • Licious Spreads received the Frost & Sullivan Innovation Award in 2019
    • Licious was also dubbed by the Economic Times as one of the Most Promising Business Leaders of Asia in 2019
    • It was the Food & Beverage Start-up of the Year in 2020, as per the Entrepreneur Magazine
    • Licious won the Thought Leadership Award for ESG goals in December 2021.

    Licious – Future Plans

    Licious, an online meat and seafood retailer, has ambitious plans for the future. The company aims to go public in 2026 with a valuation of over $2 billion. It also plans to expand its physical presence by opening 50 stores by March 2026. Additionally, Licious intends to diversify its product range by introducing more ready-to-cook marinated items and new offerings like momos. To stay competitive in the quick-commerce space, Licious is focusing on improving its delivery times. These steps reflect the company’s goal to grow and become a leader in the industry.

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    FAQs

    What is Licious?

    Licious is a meat and seafood company. It serves the best quality meat online.

    Who is Licious company owner?

    Vivek Gupta and Abhay Hanjura are Licious founders.

    Is Licious an Indian company?

    Yes. Licious is headquartered in Bangalore, Karnataka, India.

    How many customers does Licious have?

    Licious has a customer base of more than 1.2 million customers monthly. The average basket size is INR 700.

    Who are the competitors of Licious?

    The top competitors of Licious are FreshToHome, ZappFresh, and TenderCuts.

    What is Licious business model?

    Licious has got a farm-to-fork business model. The company handles the entire supply chain. Starting from procurement, processing, and storage to reaching the consumer, in the end, is the responsibility of the company.

    What is Licious net worth?

    As of February 2025, Licious was valued at $1.5 billion.

  • Licious, Supported by Temasek, Plans to go Public in India for $2 Billion

    As it gets ready to go public in 2026, Licious, an online meat and seafood vendor in India supported by Temasek Holdings Pte, is looking to turn a profit and join a number of consumer-focused businesses vying for market share in the nation.

    To compete with rapid commerce rivals, Delightful Gourmet Pvt., the company that runs Licious, is expanding its physical shopfronts, increasing delivery times, and hoping to turn a profit at the Ebitda level by August, according to CEO and co-founder Vivek Gupta. Earnings before interest, taxes, depreciation, and amortisation are referred to as EBITDA. In an interview, Gupta stated that the brand aims to be ready for an initial public offering (IPO) within a year.

    The Bengaluru-based company is aiming for a listing valuation of more than $2 billion. According to statistics from Tracxn Technologies Ltd., Avendus Capital Pvt. and Kotak Investment Advisors are among the investors in Licious, which was valued at $1.5 billion in its most recent funding round in 2023. After a record-breaking year for listings in 2024, when local companies raised over $20 billion, making it the second-busiest market in the world after the US, Licious, which was launched in 2015, is the newest company to enter the Indian initial public offering (IPO) market.

    Licious Betting on Smartphone-Savvy Population

    Almost 75% of India’s 1.4 billion people eat meat, fish, or poultry, the majority of which they purchase from small businesses. Licious is placing a wager on India’s increasingly well-off and tech-savvy populace, who are prepared to spend more to stay indoors. According to statistics provider Statista, the meat market in India was valued at $26 billion, while the fish and seafood market is expected to generate $59 billion year. With locations in 20 Indian towns, Licious offers a variety of cuts of fish and other shellfish, chicken and goat meat, spice mixes, spreads, and prepared foods.

    According to Hanjura, the company intends to utilise the IPO money to buy smaller offline businesses and expand throughout India’s extremely disorganised meat and fish market. Additionally, the listing will provide an exit chance for some of its investors. Licious promises consumers an average delivery time of 90 minutes, but as it competes with fast commerce rivals like Zomato Ltd. and Swiggy Ltd., it is pushing towards 30-minute deliveries. According to Gupta, the business has already begun making speedy deliveries in Gurugram, a satellite city outside of New Delhi, and plans to expand to the majority of Licious’ markets by June.

    How the Brand is Planning its Future Business Operations?

    Sales growth at Licious, which derives around one-fifth of its revenue from 10-minute delivery apps like Zomato and Swiggy, has slowed from peak levels during the pandemic. It is struggling with a slower migration to online meat purchases in smaller towns and a wider consumption slack in India’s major centres. Peers including Amazon.com Inc.-backed FreshtoHome and Zepto, a rapid commerce business with its own meat brand Relish, are also vying for a bigger share of this industry. In addition to additional products like momos—Tibetan-style dumplings that are popular in India—Licious plans to offer more marinated dishes that are ready to cook. For the more conventional meat eaters who might like to choose their own cuts, it plans to expand from its current three locations to 50 by March 2026. Last year, it purchased My Chicken and More, a 22-store retailer based in Bengaluru.

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  • Nykaa and Licious are Testing Quick Delivery Options in Response to Rising Customer Demand

    In Borivali, Mumbai, Nykaa has started a test programme for 10-minute delivery. According to a media source report, this move is a reflection of the rapid commerce sector’s growing influence across several product categories, which is pressuring speciality merchants to accelerate their delivery services.

    A direct-to-consumer meat firm called Licious is experimenting with 15-minute deliveries for ready-to-eat meals in a few Gurgaon locations. However, they guarantee 30-minute deliveries normally. In a similar vein, Bengaluru and New Delhi are seeing the trial run of a four-hour delivery service by the fashion platform Myntra. Nykaa’s foray into the world of fast commerce coincides with the growing popularity of beauty products on sites such as Blinkit, Zepto, Swiggy Instamart, and BigBasket’s BB Now. Nykaa intends to extend its 10-minute delivery service to further parts of Mumbai and might launch a new brand name for this project.

    According to a Quick Commerce executive cited in the study, quick delivery formats are popular for low-cost beauty items like kajal and skincare products. Similar trends are also being seen in the fashion and home décor categories.

    Prompt Delivery Programmes

    Bengaluru-based Licious has been delivering orders in major marketplaces in as little as 1 to 2 hours, frequently ahead of schedule. Based on order density, the company is already investigating even speedier deliveries in Gurgaon.

    Large horizontal e-commerce companies are also growing their rapid commerce services in the interim. Amazon is developing its own Q-commerce service, while Flipkart has debuted its 10-minute delivery service, Minutes, in Bengaluru, Delhi-NCR, and Mumbai. Bolt, a 10-minute meal delivery service that Swiggy recently launched, is anticipated to be reintroduced by Zomato for a limited number of items in partnership with cafes and quick-service restaurants.

    Similarly, even logistics firms like Xpressbees, Delhivery, Shadowfax, and Ecom Express are getting into the rapid commerce space.

    Nykaa Stepping Up its Rapid E-Commerce Efforts

    About 5% of Nykaa’s total SKUs will be eligible for quick commerce, with an emphasis on items that customers commonly request to be delivered quickly. According to industry experts, a number of businesses are moving towards same-day delivery in large metro areas, dependent upon their category, in response to consumers’ increasing demands for expedited service.

    In four major cities, Nykaa already offers same-day delivery for orders placed before noon and next-day delivery for orders placed after that. In these metro areas, between 10% and 15% of orders are delivered the same day, with the other orders arriving the following day.

    Nykaa is seeing the fastest increase in its luxury product portfolio, according to JP Morgan research. Because of its concentration on beauty products and its stronghold in Tier-II cities, Nykaa does not anticipate a major impact from the expansion of rapid commerce. 

    The CEO of Mamaearth, Varun Alagh, stated in August that the fastest-growing sector of the company’s online sales channel was rapid commerce, which accounted for over 10% of its online income, and the majority of orders came from the top 10 cities.

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  • List of Brands Endorsed by Anil Kapoor

    Anil Kapoor is one of the most loved stars of Hindi cinema. Having delivered some of the most iconic dialogues and songs since the 90s, Anil Kapoor continues to shine. I mean who doesn’t remember the iconic “Jhakaas’ ‘ and who hasn’t watched Mr. India.

    Being called Bollywood’s fitness icon, because of the secret youth potion that basically makes him younger by age, actor Anil Kapoor is a complete package of enthusiasm, fame, and humility. Throughout his entire career of 40 years in Hindi cinema, Kapoor has endorsed a large variety of brands. But it is very recent that a noticeable rise in his endorsements is seen. Meanwhile, he has and continues to benefit all these brands with his charm and popularity over the years.

    He is also best known for taking up unique and challenging projects and brands under his umbrella. This way Kapoor has become one of the favorite faces in the advertisement industry. Many such brands that he endorsed are mentioned here.

    List of Brands Endorsed by Anil Kapoor

    1. Spotify
    2. Cred
    3. The Sleep Company
    4. Malabar Gold and Diamond
    5. Licious
    6. KFC
    7. Health Ok
    8. Teachmint
    9. Softovac
    10. Ariel
    11. Scott Eyewear
    12. Puro Salt
    13. Renault
    14. Mastercard
    15. Godrej Expert

    Spotify

    Spotify featured Anil Kapoor in a cool series of advertisements along with Ishaan Khattar. Anil Kapoor has been seen appearing as a parent to Ishaan Khattar in this endorsement. Music Streaming App, Spotify doesn’t fail to show how cool Anil Kapoor is for a typical parent. He is seen adapting to modernity. The series of Spotify ads really justifies the evergreen title given to him. Presenting himself as a cooler version of dad, he was caught in various interesting situations with Ishaan Khattar which are delightful to watch. The sketch is humorous in its kind. These ads are as hit as his movies.

    Anil Kapoor and Ishaan Khatter Spotify Ad

    Cred

    Anil Kapoor Cred Ad

    The versatile credit card bill payment app, CRED gained instant attention with its series of quirky ads. One of them features Anil Kapoor who has been seen dancing in his iconic Lakhan character from an actor’s famous movie- Ram Lakhan. His delightful performance with Lakhan’s charm compels the viewers to come back and watch the commercial again and again. With catchy background music highlighting the brand and Anil Kapoor’s outstanding Lakhan dance, the advertisement catches the eyes of the viewers. Seeing exciting energy showcased by Anil Kapoor makes the customers curious about the product.

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    The Sleep Company

    A unique smart grid technology patented sleeping solution mattress brand- The Sleep Company focuses on the comfort of the customer. Being a D2C business, the sleep company directly targets the buyer. As per reports, Anil Kapoor is a personal fan of the mattress brand as he is impressed by the comfort it provides. His belief in the product makes the customer really like the brand. With the tagline “backed by science,” the advertisement featuring Anil Kapoor is smart and sophisticated.

    Anil Kapoor The Sleep Company Ad

    Malabar Gold and Diamond

    Anil Kapoor Malabar Gold and Diamonds Ad

    With a handful of big Bollywood names already associated with the brand ambassador list, Kerala-based expensive metal retailer brand- Malabar Gold and Diamonds sparkled as bright as the jewels it offered when Anil Kapoor stepped in as brand ambassador. The actor was seen in the series of ads with great elegance. With the never-ending demand for gold in Indian households, It got a lot easier for the brand to capture the customers when popular personalities like Anil Kapoor appeared as its face. undoubtedly, he poured every ounce of elegance into the ads. As we all can see in the ad, Anil Kapoor did a great job representing it.

    Licious

    Licious is a fast emerging online meat delivery startup. The brand focuses on the delivery of fresh meat at the doorstep.  It features Anil Kapoor and Arjun Kapoor.  In the advertisement, both of them are seen cooking and enjoying fresh fish with the message of Consumption of fresh meat. The Popularity element brought in by the duo with 4 million views on Youtube helped Licious become the Favorite meat brand of Indian households.

    KFC

    With over 1 million views on YouTube itself and comments filled with love and appreciation, this endorsement seems to be the most fun. This endorsement done by Anil Kapoor stands out from every other ad he did. It is a striking ad where the actor is seen wearing an equally striking silver outfit. Funny and quirky dialogues in the KFC advertisement caught people’s attention. Audiences are in awe of the advertisement which ends with his iconic dialogue “Jhakaas”.

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    Health Ok

    Anil Kapoor and Ranveer Singh Health Ok Ad

    With the mainstream goal of spreading health awareness, health ok offers multivitamin food supplements. It has the most perfect combination of stars to endorse it- Anil Kapoor and Ranveer Singh. Both of them are looked upon as powerhouses of Bollywood for the unlimited energy they carry. Having the looks and physique of a 30-year-old while being 65. Anil Kapoor has proved how deeply he encourages fitness and the pathway leading to it. He fits right in this endorsement encouraging people to fulfill their vitamin deficiencies by taking food supplements.

    Teachmint

    Anil Kapoor Teachmint Ad

    Teachmint’s advertisement featuring Anil Kapoor can be called the smoothest and the most beautiful advertisement on tv.  In the ad, He’s seen as the principal of a school that uses the software. Teachmint is an educational startup based in Bangalore The tagline of ‘Naye Zamaane Ki Nai Schooling’ focuses on digitalizing the educational ecosystem in India. With popular faces like Anil Kapoor on board, Teachmint is already establishing its position in the educational sector of India. Being a versatile educational software with a versatile actor endorsing it, it surely is winning the hearts of people.

    Softovac

    Anil Kapoor Softovac Ad

    Softovac is a Bowel Regulator Powder, known to treat digestive problems like constipation and indigestion. This product is popular amongst middle-aged people and senior citizens. The brand made a wise choice by letting Anil Kapoor represent it as its target customers belong to the era of Anil Kapoor.

    Ariel

    Anil Kapoor and Sanjeev Kapoor Ariel Ad 

    A duo of two Kapoors, one a superhit actor and another a superhit chef, Anil Kapoor, and Sanjeev Kapoor are seen in the series of advertisements for the brand. Ariel- A laundry detergent brand, despite being a global brand, it did a stupendous job establishing its noticeable presence in the Indian market. It has become one of the important brands for Indian households.

    Scott Eyewear

    Scott eyewear offers a chic range of optical eyewear and sunglasses. In this endorsement, Anil Kapoor is seen tagging along with his daughter Sonam Kapoor both known as fashion icons of Bollywood. This factor makes the advertisement highly glamorous.

    Anil Kapoor and Sonam Kapoor Scott Eyewear Ad

    Puro Salt

    Anil Kapoor Puro Salt Ad

    Having Anil Kapoor quote “100% Natural and 100% Kudrati” in the endorsement Puro Salt claims to be India’s 1st healthy salt with no additives or chemicals. Being an uncrowned fitness king himself, Anil Kapoor fits just right in this endorsement.

    Renault

    Anil Kapoor Renault Ad

    For the most successful and versatile actor in Indian cinema that he is, Anil Kapoor naturally becomes the choice of the most powerful brands. This multinational automobile manufacturer has gotten a lot of positive remarks in the automobile industry just because of Kapoor’s presence in its advertisement.

    Mastercard

    Anil Kapoor and Sonam Kapoor Mastercard Ad

    Like many other brands, Mastercard, the ultimate payment processor portrays the most famous Bollywood father-daughter duo. The advertisement aims at showing the parent-child relationship in the most sophisticated and elegant manner and how MasterCard can help fulfill the gaps in the relationship.

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    Godrej Expert

    Godrej is a brand known for its wide range of products. It is famous as one of the leading hair color brands. Godrej expert hair color is popular for its quality and easy application. Anil Kapoor endorsed the product most elegantly. In the ad, he is seen well clad and very charming, making it a beautifully convincing advertisement.

    Anil Kapoor Godrej Expert Ad

    Conclusion

    Brands endorsed by Anil Kapoor gain instant popularity. His multifaceted acting ability never fails to charm the audience. The actor has been seen doing numerous ads and his fantastic skill to blend perfectly into each of them hasn’t gone unnoticed.

    The evergreen star and producer Anil Kapoor needless to say has a solid fan following. Popular for his ever-young look and enigmatic energy he is best known for the value he brings to the brand he endorses.

    Needless to say, Anil Kapoor’s ads leave a smile on the viewer’s faces.

    FAQs

    What is Anil Kapoor’s age?

    Anil Kapoor is 65 years old. He was born on 24 December 1956.

    Who is the brand ambassador of The Sleep Company?

    Anil Kapoor is the brand ambassador of The Sleep Company.

    What are the top brands endorsed by Anil Kapoor?

    Some of the top brands endorsed by Anil Kapoor are:

    • Spotify
    • Cred
    • The Sleep Company
    • Malabar Gold and Diamond
    • Licious
    • KFC
    • Health Ok
    • Teachmint

    How much does Anil Kapoor charge for an ad?

    Anil Kapoor’s brand endorsement fee is around 55 Lakhs.

    Is Anil Kapoor a brand ambassador of Malabar Gold and Diamonds?

    Anil Kapoor was Brand Ambassador of Malabar Gold and Diamonds in 2019.