Licious's CASE STUDY

As experts in business strategy and company case studies, it is fascinating to delve into the inner workings of Licious, a visionary company that has redefined the online meat and seafood marketplace in India. Founded in 2015 by Abhay Hanjura and Vivek Gupta, Licious epitomizes innovation in its sector, uniquely blending technology with traditional values to create an unparalleled customer experience.

From Genesis to Genius

The story of Licious began with a simple yet powerful mission: to offer farm-fresh, high-quality meat and seafood to urban Indian consumers, ensuring transparency and quality in every step of the supply chain. Positioned in Bangalore, the vibrant capital of Karnataka, Licious has leveraged its digitally mature 'Fashionista' status to disrupt the traditional meat-buying experience.
According to reports from Frost & Sullivan, the Indian meat and seafood market is projected to reach $80 billion by 2028, creating fertile ground for innovative solutions. In this burgeoning market, Licious has positioned itself as a pioneer with a distinct value proposition (Frost & Sullivan, 2022).

The Vertical Integration Model

One of the critical components of Licious's success lies in its vertically integrated business model. By controlling the entire value chain from sourcing to processing and delivery, we ensure that quality and hygiene standards are never compromised. For instance, we partner with local farms and fishermen to procure fresh, high-grade meat and seafood. This vertical integration is a definitive edge, significantly enhancing our value propositions—to provide a convenient, reliable, and delightful experience for the urban consumer.
Adopting state-of-the-art processing facilities for quality control has set us apart in maintaining high standards. The importance of this approach was emphasized by Michael E. Porter, a Harvard Business School professor, who noted that controlling the value chain can lead to sustainable competitive advantages (Porter, 1985).

Hyper-Focused on Customer Needs

Our understanding of customer needs is both broad and profound. The modern urban consumer seeks quality, convenience, and transparency. More than just providing high-grade meat, we aim to address life-changing affiliations and emotional rewards. Our seamless, same-day delivery caters to functional needs, such as saving time and reducing effort.
Our business patterns reflect these requirements. For instance, the on-demand economy pattern helps us meet customer expectations for swift, quality service. Additionally, our marketing and community-building exercises on social media and other digital platforms foster a sense of belonging and trust among our customers. As Philip Kotler, a renowned marketing author, rightly said, "Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value" (Kotler, 1984).

Technology and Supply Chain Excellence

Our digital maturity has been instrumental in driving growth. Our mobile app and website serve as crucial channels for customers to browse, order, and receive deliveries within 120 minutes. Data analytics and machine learning algorithms help us optimize supply chain operations and enhance user experiences. A study by McKinsey & Company indicates that companies leveraging data analytics to drive decision-making are 23 times more likely to acquire customers and six times likelier to retain them (McKinsey & Company, 2020).
Our logistics network, comprising our own processing centers and cold chains, ensures the quality of the meat from procurement to delivery. This robust supply chain infrastructure is crucial, considering that India's logistics sector is projected to grow at a CAGR of 10.5% from 2020 to 2025 (IBEF, 2021).

Revenue Models and Future Prospects

Our revenue models are diversified and robust. Primarily driven by the sale of high-quality meat and seafood through our online platform, we are also exploring subscription models, featured listings, and potential collaborations. According to a study by Bain & Company, subscription-based revenue models can drive a 3x increase in customer lifetime value (Bain & Company, 2021).
Expansion plans are already in motion, with our commitment to quality and customer satisfaction positioning us as a key player in the Indian market. As we continue to grow, our focus remains on offering an unmatched experience to our customers.
In conclusion, the essence of Licious lies not just in delivering fresh meat but in embodying a holistic, transparent, and customer-centric approach. Our vertically integrated model, technology-driven operations, and commitment to quality set us apart in a competitive landscape. As we look forward to scaling new heights, the journey of Licious serves as a testament to the power of innovation and customer-centricity in reshaping traditional industries.
In the words of Abhay Hanjura, "The future of food lies in trust, and Licious is here to build that trust, one doorstep at a time."
Sources: - Frost & Sullivan, Food and Beverages Market Report, 2022. - Michael E. Porter, Competitive Advantage: Creating and Sustaining Superior Performance, 1985. - Philip Kotler, Marketing Management, 1984. - McKinsey & Company, Analytics and Data-Driven Decision Making, 2020. - IBEF, Logistics Industry Report, 2021. - Bain & Company, The Subscription Economy, 2021.