From a Dinner Craving to a Disruptive Idea
It started over a simple craving for good meat. One evening, Abhay Hanjura and Vivek Gupta found themselves disappointed by the quality of chicken available in Bengaluru. The cuts weren’t clean, freshness was questionable, and packaging lacked hygiene.
They realized something big: India’s meat market was broken.
Instead of settling for the status quo, they envisioned something better. In 2015, they launched Licious, a premium, tech-driven meat and seafood brand aiming to bring hygiene, trust, and taste to every Indian kitchen.
Breaking Norms, Building Trust
The meat industry in India was unorganized and riddled with inefficiencies. Cold chains were weak, hygiene standards inconsistent, and customers had little idea of where their meat came from.
But Licious approached the problem like a tech startup:
- Full control of the supply chain: From sourcing to delivery, they owned it all.
- Strict hygiene protocols: ISO-certified facilities and real-time tracking.
- Premium branding: They made buying meat feel aspirational—not shady.
Their promise was clear: clean meat, every time.
Real Impact, Real Growth
People noticed. From just a few orders a day in Bengaluru, Licious now delivers across major Indian cities. They’ve served millions of customers and built a loyal community that cares about what goes on their plate.
In FY23, Licious crossed ₹1,000 crore in revenue—an incredible milestone for a company in a traditionally offline, unorganized sector.
Who Are the Founders?
Abhay Hanjura, an insurance professional, and Vivek Gupta, a finance expert, weren’t butchers or chefs. They were outsiders to the meat business—but insiders to what modern Indian consumers truly wanted.
Their strength? Complementary skills and shared conviction. Abhay brought bold vision and storytelling, while Vivek ensured operational excellence and financial discipline.
They risked it all—stable careers, steady income—to chase a bold idea. And it paid off.
Lessons for Founders from the Licious Story
Thinking of launching your own startup? Here’s what you can take from the Licious journey:
- Don’t wait for permission. If a market is broken, you might be the one to fix it.
- Own the experience. Controlling quality end-to-end helped Licious stand out.
- Be bold with branding. Even meat can be marketed like a luxury.
- Trust the team. Founders with complementary strengths make stronger companies.
Final Bite of Wisdom
Licious isn’t just a meat brand. It’s a category-creating, culture-shifting startup that changed how India thinks about everyday food.
Abhay Hanjura and Vivek Gupta saw a problem on their dinner plates—and turned it into a ₹1,000 crore business.
Hungry for more startup inspiration? Explore other stories in the 100Cr Club on VentureLinkUp, where India’s most daring founders share how they scaled big.
