Discover the inspiring journey of Licious—how two friends turned India’s unreliable meat market into a trusted unicorn with a farm-to-fork model.

From a Simple Idea to a Household Name: The Licious Journey

Think back to what buying meat in India used to be like. It was a gamble—you never knew if it was truly fresh, clean, or safe.

This frustration was a shared experience, and it’s exactly what drove two friends, Abhay Hanjura and Vivek Gupta, to take action.

A Problem Becomes an Opportunity

Abhay and Vivek were just like countless other consumers, tired of the unreliable meat market. They asked a simple question: “In the 21st century, why is it still so difficult to buy good, reliable meat?”

Instead of just complaining, they saw a challenge to solve.

The Birth of Licious

In 2015, they launched Licious with a clear vision: to make buying meat as convenient and trustworthy as ordering a pizza. They built their company from the ground up, focusing on a few key promises:

• A “farm-to-fork” model: Total control over the supply chain.
• Rigorous quality checks: Ensuring freshness and hygiene.
• Guaranteed freshness, every single time: A commitment to their customers.

A Decade of Growth

Ten years later, Licious is no longer a small startup. It’s a trusted name for millions of Indians, delivering to over 20 cities and serving millions of customers each month.

In 2021, Licious became a unicorn, a testament to the fact that when you solve a genuine problem with care and consistency, the market will reward you.

Lessons for Founders

The Licious story offers some valuable insights for any entrepreneur:

• Start small: Big businesses often begin by solving a simple, everyday frustration.
• Trust is everything: A reputation for reliability is your most powerful asset.
• Win by becoming indispensable: When you solve a problem so well that people stop worrying about it, you’ve created a winning service.