How Licious Killed Meat Shops Owners? | Licious Genius Marketing Strategy | Business Case Study

If you’re a non-vegetarian, you’ve probably heard of Licious. Licious is the first P2C startup to achieve Unicorn Status after fulfilling more than 20 lakh meat orders each month.

That indicates it was valued at more than a billion dollars. How did an insurance broker and an investment banker who had no prior experience in the meat sector build India’s largest beef brand?

And, most importantly, what are the business lessons that we can learn and apply to our own operations?


So the narrative begins in 2015 when Abhay Hanjura used to have regular dinners with his friend Vivek Gupta.

They were both non-vegetarians when they came up with a concept. Is it possible to sell meat over the internet? They used to distribute from their scooter at first. 

They quickly recognized, however, that it was not working. Customers aren’t showing up, and money is disappearing on a daily basis. Then they resolved to put a halt to Licious. After spending a lot of money, the founders understand that if customers aren’t arriving, it’s a waste of time.

It has something to do with the way we do business. Everything for Licious changed after that. However, the issue remains as to what they accomplished to make a meat-selling corporation a billion-dollar brand. As a result, Abhay and Vivek Sir recognized a significant market gap. And they employed these three business methods to bridge the gap in the market. These tactics were so simple to apply that anyone could do them.

What You Should be Aware of?

After conducting market research, the company’s founders discovered that India had the world’s second-largest population. However, in India, non-vegetarians account for 68 percent of the population. The Indian meat sector, worth $30 billion, is utterly unorganized.

After identifying two major issues in the meat sector, they devised their first business plans. Predictable Experience was the strategy. They learned two things about the meat market throughout their market research.

1) Reliance. In India, the majority of people rely on the butcher shops in their neighborhood. 2) Meat can be procured in a variety of ways and from a variety of locations. But what if the meat has an infection or has been steroid-grown?

Surprisingly, when they spoke with customers, they discovered that they desire to tackle these two issues. However, due to a lack of alternatives, people purchase wet meat from butcher shops.

The Outline You Must Know

if Licious didn’t make this mistake then they never would have introduced this legendary business model in the market.

And the model name is – Farm to Fork Model In simple words, getting the complete value chain in the business. Now understand this very carefully. Value chain something looks like this.

In every business, there are some primary activities and some secondary activities. These activities are majorly included in primary activities –

1) Inbound Logistics – Arrival of raw materials.

2) Operation – Working on that raw material.

3) Outbound Logistics – To send produced products to the market.

4) Marketing and Sales – You sold products in the market.

5) Service – You sold the product but you also have service to customers.

But all these tasks will fail if not supported by secondary activities.

Mainly these 4 things are included in secondary activities –

1) Firm Infrastructure – How is your firm’s infrastructure?

2) Human Resource Management – How are human resources?

3) Technology Development

4) Procurement – From where you bring your goods and at what cost.

After combining both primary and secondary activities, a business value chain is formed.

When these things are involved and done then only your business creates value in the market. So let’s see how their process works.

Firstly, they tie up with livestock farmers and fishermen.

They also provide doctors with a consultancy that how in a healthy environment they can breed this animal.

When meat is ready, Licious procure it from farmers and fishermen in temperature-controlled trucks to godown. From godown, it moves to the distribution center.

When Licious originally received funds, they invested it in operations and a high-quality product rather than marketing.

Then they made it a habit for people to eat high-quality meat. Fewer people are aware that Licious was the first company to receive FSSC Certification, the highest global standard of quality.

People’s pychology altered after eating good quality meat, and they now only crave good quality meat. Their bodies acquired it as a result of General Adaptation Syndrome. This is why, when you’re hungry, you use Swiggy or Zomato to place your order.

Because they conditioned you to do so. When you combine this level of quality with the convenience of being able to do it at home, it becomes extremely adaptable.

Most importantly what is those business lessons we can learn and implement in our business.

1) Don’t think if you want it, people want it too. Business is about problem-solving but people take it too seriously that they create businesses from their personal life problems. Without thinking is that problem with many people or not.

It can be the problem is for you only. Abhay and Vivek did market research, talked to customers, and then came to know that people want quality meat but no options. And then decided to start their business. Always remember never to make a product first, always study consumer behavior first.

This brings us to the second business lesson 2) Trust is the most expensive thing for customers. If people don’t trust your product they will never buy it. It can happen cheating you can make money for the first time but not always. And trust builds when you deliver consistent predicted value to customers.

Final Conclusion on How Licious Killed Meat Shops Owners

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