Revolutionizing Online Meat Delivery: Licious
Description
Licious, founded in 2015 by Abhay Hanjura and Vivek Gupta, is a Bengaluru-based online meat delivery platform offering fresh chicken, lamb, and seafood products. The company manages the entire supply chain, from procurement to processing and storage, ensuring high-quality products delivered directly to consumers' doorsteps.
Challenge
Licious faced several challenges in establishing itself as a leading meat delivery service in India:
Supply Chain Management: Ensuring the freshness of perishable goods required an efficient and transparent supply chain.
Customer Acquisition and Retention: Building a loyal customer base in a competitive market necessitated effective marketing strategies and a seamless user experience.
Brand Differentiation: Creating a strong brand identity to stand out in the fragmented meat and seafood market was essential.
Solutions
To address these challenges, Licious implemented the following strategies:
End-to-End Supply Chain Control: By adopting a farm-to-fork business model, Licious maintained control over the entire supply chain, ensuring product freshness and quality.
Technological Integration: Utilizing Google Maps Platform, Licious optimized logistics, reducing delivery times and enhancing supply chain transparency.
Rebranding Efforts: Licious rebranded to emphasize taste and a passion for good food, moving beyond a functional proposition to an expansive identity.
Marketing Optimization: Through channel optimization and in-app enhancements, Licious increased user acquisition and improved the purchase experience, leading to higher revenue.
Impact
These initiatives led to significant growth and market presence:
Order Volume Increase: Daily orders grew from approximately 100 in 2015 to over 20,000 by 2021, indicating successful customer acquisition and retention strategies.
Revenue Growth: Licious experienced a 300% rise in revenues and a six-fold increase in daily orders over four years, showcasing effective business expansion.
Brand Recognition: The rebranding efforts positioned Licious as a premium meat and seafood provider, enhancing customer perception and loyalty.
Through strategic supply chain management, technological integration, and effective branding, Licious successfully addressed its challenges, establishing itself as a leader in India's online meat delivery industry.
