Trying to analysis the start-up, please let me know is everything that I wrote down is correct? or I missed something ?

1. LICIOUS
CASE
STUDY

2. About
• 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 teaches the exotic chef
style.
• Founders- Vivek Gupta & Abhay Hanjura.
• Total Funding till date $488.3M.
• Website-licious.com

3. Idea & Moto that help Licious to born
• Although 73% of Indian eats meat and seafood, the industry is
highly unorganized.
• 95% of the fresh meat & seafood industry in India is
unorganized & usually conjures up an image of unhygienic local
market, filth, stench & an unpleasant buying experience.
• “If we have to build Licious we must put life in this dead
chicken.”
• “We won’t sell what we won’t eat ourselves.”

4. How Licious
worked?
LICIOUS
Farmers
brings
livestock to
slaughtering
house
Licious’
sourcing team
picks up the
product
Products
Taken to
Processing
centers in
refrigerated
trucks
Cleaned, Cut
& Packed at
PCs
Cleaned, Cut
& Packed at
PCs
DCs gets
order from
regions near
by
Delivered to
Customers in
90-120mnts
after order is
placed

5. USPs of LICIOUS business model
• None of the products of licious are frozen & they are all fresh and devoid of
antibiotics, chemicals, artificial preservatives, color and flavoring.
• delivering the hygienic qualitative meal to the people, to avoid the
unnecessary visit of people to the meat shop, and in terms of providing the
fresh and clean meat to customer’s doorstep.
• The second USP was made to protect and make survival for the see food
raw materials by establishing the cold storages so that the seafood can not
be wasted, and the temperature could be maintained as well.
• The business model of Licious is working on the micro strategy.
• They introduced the white level packaging, where they clean the meat
properly first, then pack it in the packaging materials with three layers
vacuum pack.
• As a result of this packaging strategy of licious business model, the
process of oxidation can not occur, and you get as fresh meat as it was in
the cold storage.

6. Revenue Model of LICIOUS
• 92% of total revenue comes from only the products and services and
the rest 8% of revenue gets generated from the other investment like
mutual funds and assets.
• Licious is holding a very huge customers base of 4,00,000+
customers across the India, amongst that 90% of customers are
repeated.
• More than 17,000 orders are being served per day across the cities
all over India, which stats the service model of licious.

7. More facts about LICIOUS
• Average value of order is Rs.600/-
• LICIOUS also opened it first offline store at Gurugram.
• They want to become an Omni-Channel Brand.
• “The first thing we were told was it would cost us, and if we were to
buy it at that cost and sell it to the consumer, the price point would
be higher. But today, the consumer seems to want this ‘gold-plated’
meat,” Abhay says.
• To optimize delivery, the team worked on a model that no other
ecommerce player follows. Vivek explains if you add some items in
your cart that are out of stock, you can still place an order. In-stock
items are delivered in 90 to 120 minutes, while the out-of-stock item
is delivered the next day. “In the fresh (foods) industry, this is
needed,” says Vivek.
• Licious today sells more than 300 SKUs of fresh meat, seafood, and
eggs.

8. More Facts about LICIOUS
• “Controlling and operating a proprietary supply chain from source to
delivery – farm to fork – is integral to the Licious promise of high
quality, safe, hygienic meat and seafood. We use technology
solutions to trace the whole inventory, from the time it is sourced
from the suppliers till the time it reaches the customer,” said Gupta.
• in order to spark customer delight, Licious should not only focus on
products but also on service. That is why from the delivery staff to
meat technicians, all employees are on Licious’ payroll.