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Meaty Contribution To Society: Abhay Hanjura, Co-Founder, Licious
With 70 per cent of meat-eaters, the market has been longing to change the way meat is consumed.
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‘With 70 per cent of meat-eaters, the market has been longing to change the way meat is consumed’
In 2015 Abhay Hanjura and his friend Vivek Gupta created a flutter in the food business with their quality meat offerings. Hanjura and his friend started Licious, India’s first and only meat brand. Currently, this group headquartered in Bangalore has a dedicated team of over 2,000 employees. Licious is a consumer product company in the food segment that vends raw and fresh meat, along with seafood in the ready-to-cook segment.
The company has recently forayed into the ready-to-eat category as well. Hanjura has gone all out to fructify his vision of Licious being the most-loved meat brand in India, making it BW Businessworld’s choice for the 40 under 40 lists. Licious leaves an imprint on the food industry with some extremely potent decisions, such as not compromising on quality and training farmers and fishermen on best practices to ensure quality, for instance. Hanjura has taken other steps too, like defining quality standards and investing in building processing centres, which were non-existent in India.
Licious has decided not to outsource any of its core business services. “We have built on all capabilities, including an in-house customer service team,” says Hanjura. “All our delivery executives are on our payroll too. These measures ensured that they are able to deliver on the promises we make,” he says, adding, “Innovation is not a one-time thing. Constant and persistent innovation not only helps Licious stay ahead of the curve but elevates the entire meat ecosystem of the country”.
Licious is in the BW Businessworld 40 Under 40 list not only for charting out a new path in the food business and the success it has achieved in it but also for ploughing back into society. Licious is creating mainstream job opportunities for the community of butchers, farmers, fishermen and affiliated workforce by giving them assured and fair salaries, social security, insurance, performance incentives and the recognition they deserve, along with equal opportunity to grow.
The company is making a big difference to the lives of small farming and fishing communities by helping them eliminate the exploitative chain of middlemen and enabling them to get a fair price for their produce on time. The leadership at Licious is of the opinion that delivery executives are the first touchpoints of consumers since they are the people they interact with and so, it is essential that the brand be a part of the system. The delivery executives of Licious products therefore are on the company’s payrolls.
Interestingly the slowdown did not impact orders at Licious, perhaps because the group focuses consistently on innovations. “With over 70 per cent of the population of India comprising meat-eaters, the market has been longing to change the way meat is consumed. The time is opportune for brands who want to provide fresh, safe, consistent and quality-driven food products to consumers, and we are glad to be able to champion the category transformation and set new benchmarks for now and the future,” says Hanjura.
“We are hopeful that the steps and innovations being witnessed in this industry will not only help organise the meat ecosystem but also change the way consumers buy and consume meat, going forward,” says he. Licious has recently launched India’s first meat-based spreads, which were missing at the marketplace even though 72 per cent of Indians consume meat. So, Licious forayed into this ready-to-eat segment.
Innovation and technology drive processes at Licious. “We have constantly looked at technology to ensure that consumers are provided with fresh and hygienic products at all times,” says Hanjura.