Located at Sri Sai Arcade on 24th Main Road, the store marks a key milestone in Licious’ retail expansion strategy, integrating its full-stack capabilities- from sourcing and product innovation to customer experience- into a single, omnichannel format. The store also enables 15-minute deliveries across the HSR catchment, reflecting the brand’s push towards a seamless blend of offline discovery and rapid online fulfilment.

The flagship outlet has been thoughtfully designed to showcase Licious’ widest assortment in a modern, well-organised environment. The layout allows customers to comfortably explore the range while engaging with a contemporary meat retail format that prioritises ease, accessibility, and visual appeal.

Built around Licious’ core pillars of freshness, quality, and hygiene, all products are delivered fresh and chilled, supported by responsible sourcing practices and stringent quality controls. The store also features a modern retail layout with international-standard visual merchandising and trained Meat Experts offering customised cuts and guided assistance.

The store features an extensive portfolio of over 100 SKUs, including fresh chicken, mutton, and a wide selection of freshwater and seawater fish. In addition, customers can choose from a diverse range of ready-to-cook and ready-to-eat offerings, including momos, kebabs, crispies, and more. The assortment has been curated to reflect the diverse preferences of the HSR community, catering to multiple cuisines, cultures, and household needs, positioning the store as a one-stop destination for meat and seafood.

Freshness, quality, and hygiene remain central to the Licious promise. All products available at the store are fresh and chilled, ensuring superior taste and consistency. The brand continues to follow responsible and sustainable sourcing practices, maintaining the stringent quality standards that define the Licious ecosystem.

The retail experience is further elevated through international-standard visual merchandising, creating a clean, modern, and premium environment. Customers also have access to trained Meat Experts who provide assistance with product selection and offer customised cuts tailored to specific dishes and cooking requirements.

Commenting on the launch, R Chandramohan, Senior Vice President, Offline Business, said, “At Licious, we are constantly re imagining how consumers experience meat and seafood. With this flagship store, we are bringing the complete Licious experience closer to our customers by combining a premium in-store environment with the speed and reliability of our online platform. This launch reflects our broader vision of building modern meat and seafood destinations that are rooted in trust, innovation, and customer-centricity.”

With this launch, Licious continues to redefine meat and seafood retail in India, setting new benchmarks in convenience, quality, and customer-centric innovation, while expanding its footprint in high-demand urban catchments.

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With this launch, Licious aims to bring process discipline and ingredient integrity to a segment that has grown quickly but often lacks standardisation. The company is looking to replicate its proven playbook from the meat and seafood category—focused on hygiene-led processing, stringent quality control, cold-chain management, and consistency at scale.

Momos have emerged as one of the fastest-growing snack-meal formats in urban India, driven by their convenience, flavour versatility, and compatibility with evolving consumption habits. However, the largely informal supply ecosystem has led to concerns around sourcing, freshness, and hygiene, creating what the company describes as a “trust deficit” among consumers.

Tavleen Bhatia, Business Head – Value Added Category, Licious, added, “Momos are one of the most loved food formats in the country, but the category has not always been matched by equally strong quality standards, especially in meat. At Licious, we saw an opportunity to change that. We wanted to build a product for Momo lovers that delivers bold taste, premium quality, and complete trust in every bite. Made with premium cuts of juicy chicken and wrapped in a thin outer layer, Licious Momos are designed to let the filling’s quality shine through. With no MSG, no soya fillers, and no palm oil, they reflect our commitment to bringing cleaner, better, and more dependable choices to a category people already love.”

The initial product lineup includes four variants—Loaded Chicken, Korean Chicken, Cheesy Chicken, and Chunky Prawn—built around four core promises: meaty, pure, juicy, and clean. The products are positioned to address common consumer concerns such as excessive dough, use of fillers, and lack of transparency in ingredients.

Priced from Rs 199, the momos are currently available across major cities including Bengaluru, NCR, Mumbai, Hyderabad, Kolkata, Chennai, Pune, and Chandigarh via the Licious app, website, and select offline stores in Bengaluru and Mumbai.

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In a personal note, Vaja shared: “Even more special—my first day coincided with Licious’s 10th anniversary. What an incredible moment to become part of a brand that has redefined the way India experiences meat and seafood. Here’s to building the next decade with ‘Thode Aur’ bold ideas, ‘Thoda Aur’ customer love, and ‘Bohat Aur’ memorable experiences.”

Vaja began his career at Whirlpool India, before moving to ITC, where he rose to the role of Senior Brand Manager for YiPPee! Noodles and Pasta. At ITC, he was responsible for driving integrated marketing campaigns across traditional and digital platforms, as well as overseeing activations, promotions, and consumer engagement initiatives.

With this move, Vaja joins Licious at a pivotal time as the brand continues to expand its footprint and deepen its relationship with India’s growing base of meat and seafood consumers.

The post Pratik Vaja joins Licious as Head of Marketing appeared first on Business of Food.

The company’s co-founders, Vivek Gupta and Abhay Hanjura, stated that the first five stores will be established in Bengaluru within the next 2-3 months. These stores are designed to complement the existing online business and attract new customers.

The stores in Bengaluru will cover an area of 700-800 square feet, benefiting from the region’s affordable real estate. The company’s five processing plants and existing supply chain infrastructure will facilitate the swift opening of these offline stores.

Overall, this strategic move aims to enhance Licious’s market presence and attract new customers by leveraging the company’s robust supply chain and the affordable real estate in the region. This offline expansion is designed to complement and strengthen the brand’s existing online business model.

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STORE HIGHLIGHTS

Retailer/ Brand Name: Licious
Parent Company: Delightful Gourmet Pvt. Ltd.
Launch Year: 2015
Company Headquarters: Bangalore
Key Executives: Abhay Hanjura and Vivek Gupta – Co-founders
Retail Format: D2C Online; modern retails & channel partners for select products

KEY SPECS

Geographical Area of Store Operations: 23 cities across India
Major Product Categories: 300+ SKUs in 3 categories – raw & fresh, ready-to-eat & ready-to-cook New Initiatives: Recently launched a plant-based meat brand, UnCrave; to take its play further in the alternative protein business

PERTINENT NUMBERS

Annual Revenue: Rs.1,000 crore
Customer Base: 2.5 million
Number of Monthly Orders: 1.5 million; ~90% orders are from repeat customers
Employee Base: 6,000+ Future Plans: Continue championing the cause of fresh meats & seafood sector and work towards putting it on the frontline of consumer businesses in India; An ESG (environmental, social, governance) compliant automated processing plant spread over 150,000 sq.ft. is being put up in Bengaluru; Two more processing plants to come up, in Kolkata and Kochi; Look for complimentary businesses to acquire while finding ways to improve the underlying technology of the business; Widen its reach in Tier II cities.

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