Licious - Culture Book

Lician

Noun

A rare being consumed by passion and wild ideas who never backs down from a challenge. The kind that’s unique

India’s growing

The black plastic bag is a symbol of the ‘messy’ and stigmatised meatbuying experience in India. It has no place in our vision for the future.

The Indian meat industry is evolving. This is the time for new questions, new answers, new cravings and new sensations. Why do you have to wait in a long queue on Sunday morning to buy meat? Why can’t you expect absolute perfection in every cut? Why does the word ‘meat’ conjure up images of disorderliness? The times are changing. We are at the very beginning of a

Licious is already cooking up a storm in the market. With just a click, you can now get your favourite protein source delivered to your doorstep. This is not about skin-deep changes. We are helping India dig its fork into an irresistible disruption. Think of Licious as a masterchef preparing and serving this disruption.

The Indian D2C meat

All across the country with more than a billion people, the hunger for meat is on the rise. The new meaterian expects nothing short of awesome when it comes to quality and packaging. The old ways are not enough to satisfy India’s But how are we doing what we do? We’ll let you in on our secret.

Imagine our workplace as a busy kitchen. Well, what’s cooking? A lot. We are preparing meat solutions for India with the utmost skill, attention and precision. We are building an elaborate inventory of cutting-edge technologies and processes to perfect our art. With every new the market salivating for more. While we have tasted a lot of success, the feast is just getting started. An aroma of excitement wafting through the air. While we have tasted a lot of success, the feast is just getting started. An aroma of excitement is wafting through the air.

But you ask, ‘surely, there must be more to the story?’. Let’s stretch our analogy further.

This is a book dedicated to the celebration of human talent. What makes our people special? What magical properties do they have? What is the recipe for cooking disruption in

the meat industry? What do we seek in people? Well you will have to read to Bon Appetit!

If the market is the heat, our workplace is the kitchen and our product is the recipe, then you might ask, what makes us special? We have a magic ingredientyou, our people.

When Butter met Chicken

The moment before the first bite

What’s in a name?

meaty Milestones

The great |ndian meat circus

Meat |ndia- |ndia’s de licious’ heritage

key ingredients to our success

Being a lician is awesome because our teams

Voice of Licians

Who is an entrepreneur?

hearty gregarious gastronauts

letter from ceo Benefits

You are the magic ingredient

The ingredients are ready, the chefs are prepared and the heat is just going to increase from here. This is the time to realise if your recipe works or not.

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When Butter met Chicken

The moment before the first bite

What’s in a name?

meaty Milestones

The great Indian meat circus

Meat India India’s de licious’ heritage

When Butter met Chicken

What happens when two complementary forces of nature meet? What happens when two passionate people come together to solve a burning problem? Well, they kind of end up disrupting a thousand year old industry, making an entire nation love meat all over again and create a multi-billion dollar company… all in less than a decade. Here is the story of how Licious started.

The moment before the first bite

E=MC2

The task before us was anything but gargantuan. Bringing disruption to an age-old industry in a country of billions is not exactly a cakewalk. We were surrounded by a plethora of questions, statistics, opinions and half-formed thoughts.

Why is meat sold in black polythene bags?

(a+b)2 = a2 + 2ab + b2

Will I lose all my savings for nothing?

X = Y n!r!(n-r)!

Is he the right person to partner person to right

Will anyone marry me?

Am i sober?

How the heck are we going to get funding?

Why Indian meat

Why is the Indian meat industry 92% unorganized?

a

Wait, what do we call ourselves?

what call call

Is it going to be a messy affair?

Is dad right?

How do we put life back into a dead animal?

Why this?

even 2 + b2 = c2

E=MC2 ao=1 ao = 1 ao=1 X + Y = a2b a X + Y a2b X=Y (a+b)2 = a2 + 2ab + b2 a+b+ca-b+c a+b+ca-b+c a+b+c a-b+c ab bc ab bc pr qr ab bc

Do we have to be such sticklers for quality? ‘just

Am I following my heart or my tummy?

Will we go down in history as ‘just another startup that went nowhere’?

19

“Courage is resistance fear, mastery not absence of

resistance to mastery of fear but of fear”

Mark Twain

What’s in a name?

We did not go with ‘Licious’ just because it had a nice ring to it. Sure, the name appeals to everyone from a 6 year old to a 60 year old. But a name is never just a sound. It is a belief system. It is the genetic code. You might have ‘de’duced it already, but ‘Licious’ is a fun-sized version of the word ‘delicious’. That is the core promise of our brand. The sizzle, the smell, the word ‘Licious’, you sense it.

(From 100 BC)

Latin

A delight, allurement or charm

(From 800 AD)

Old French

Something delicious and delicate

(From 1300 AD)

English

Delightful to the senses, pleasing in the highest degree

(From September 2015)

Indian

The go-to brand for delicious meat

That excitement. That deep satisfaction. That wave of euphoria as you relish Licious meat. We are working towards those moments everyday. The juice of life!

11th June

We broke out the whiteboards, the giant post-its, multi-coloured pens and moved our business ever headquarters in Bengaluru.

Meaty Milestones 2017

Finest start-up honour

An Ivy league adventure

When Harvard called us we just couldn’t in front of global business giants at the world’s most prestigious university.

Just when we were settling into startup awards- ‘Super startup’, awarded Licious ‘the badge of honour’ to recognise excellence in the Asian startup world.

2017 2018

With the business going strong, we continued to make headlines. Our founders got featured in the renowned ‘Fortune 40 under 40’ list as ‘Rising Entrepreneurs’.

2019 2019

3rd July

After we received massive love from Bengalureans, we wanted to spread the joy to many more Indians. We expanded our operations to serve foodies across India - Hyderabad, Delhi, Mumbai, Pune and Chennai. 5 major cities in a matter of 2 years!

One-of-a-kind meat spread

spread with roaring success. From 6 year olds to 60 year olds, everyone loved it.

Our obsession for quality culminated in bagging

Fortune 40 under 40

Extending a hand during dark times

This one award is our proudest (and best!) one yet. We received ‘The most empathetic brand during pandemic’ award by Redseer for standing by our meat suppliers.

A Unicorn is born

We surfed the waves of success ever D2C unicorn with 52 million fresh funding. We also work’ which is the most enviable employers strive for.

Award, Award, Awards!

We won the ‘Outstanding Performance in Food Safety Award’, ‘Rising Star - Meat & Poultry award’ and the ‘Frost & Sullivan Innovation Award’, all in the same year.

Taking care of our own

We are big on quality, so you can imagine how delighted we were when we were one among the 8 countries to scoop up the SA

TWO internationally accepted proofs of how serious we are about quality.

We moved into a space that truly represents us and where we can be our mad, crazy and awesome selves. A haven of ideas, work and of course food for the Lician tribe.

1st August

Integration of sustainable development practices

Licious has adopted 100% traceable and sustainable sourcing practices, creating quality benchmarks for the industry. Licious is also the

Celebrating 1 million smiles

After multiple chest bumps and we recorded 1 million unique customers served. It also gave us party that we TOTALLY needed btw.

India is a land of complexities. The sheer number of people in the country means that there are ways of life that people who have lived their entire lives here are also not familiar with.

Like everything about India, our meat eating culture is also complex, layered and completely unique when compared to the rest of the world. Some of the most prominent types of “meat” consumers in India are...

meatarians of | ndia

Eggetarians

Eggetarians are the ones who forever live in denial that eggs aren’t meat. They will eat eggs in every form but won’t touch a piece of chicken or mutton.

Gravytarians

A gravytarian is the most easy-going meatarian. They are the adjusting, peacepipe from the corner saying, “That’s okay i’ll eat only the gravy.”

Vacaytarians

These meatarians live by the statement ‘when in Rome be a Roman.’ They will hit up local biryani hot spots and taste the city’s staples when on vacation but have aloo tikki back home.

bonelesstarians

These meatarians are the most commonly found. Bones gross them out but the meat itself they’re in love with. Any dish one orders with these folk around, be sure to add the

RESTAURantarians

whose true avatar comes to light in the waiting lines of the local meat paradise. This home turf but the rules are thrown out the window when eating outside.

Caketarians

Can you blame them? Who can really say no to cake. They are a type of Eggetarians who

The biggest irony of the Indian meat circus is the misconception that India is a largely vegetarian country when 80% of the population are meat lovers

“I remember when I told my father I wanted to be a start-up as a meatpreneur, he was astounded. He said “couldn’t you find anything else?'' and I remember Vivek’s relatives also saying “Ae Ki Kamm Ki a Vivek Ne?” I wish we would have had the following facts in handy, It would’ve put us in a favourable position to debate.”

Abhay Hanjura

meat industry is plagued by unhygienic poultry practices and a total lack of infrastructure. To stand tall amidst this chaos and be a ringmaster one must truly understand the circus.

Take a look at these interesting stats!

Where are all the meat Lovers

at?

ndia ranks 5th in meat production But

of the industry is 93% unorganised

Unhygienic

Less options

Long wait lines

Platter of opportunities

Revenue in the Meat segment amounts to US$ 1198.00 billion in 2022

The market is expected to grow

7.78% anually

The hierarchy of meat lover needs

Self actualization

0.28%

Licious has taken a big bite of the meat market pie in India.

Self esteem

Sharing your feast on the ‘gram

Being known as the best ‘chef’ in the gang

Love Safety

The most delicious dish made from a ‘secret’ recipe

The best quality meat

Getting that perfect cut of meat

Meat | ndia | ndia’s de licious’ heritage '

Butter Chicken Kashmir

Butter and chicken. Two words that have come together to become a worldwide sensation. This culinary star had its humble beginning in Delhi at a small dhaba during the 1950s. Mildly spiced and utterly butterly creamy, butter chicken has been wowing taste buds ever since.

Rogan Josh

The intense red hue of this lamb dish is as iconic as the melt-in-your-mouth texture of the meat. Originated in Persia, Rogan Josh was perfected in the kitchens of Mughal royals who took their summer vacations in Kashmir. The slowcooked mutton and the glorious gravy is guaranteed to impress anyone.

Delhi

Kolhapuri Mutton Curry Rajasthan

Kolhapur is a city in south-western Maharashtra which was a Maratha princely state during the British Raj. You can still taste the grandeur of the royal era in the richness of the Kolhapuri

special masala mixed with mutton reigns supreme among the hearts of many.

Laal Maas

When one thinks of Rajasthan, one thinks of the heat, the desserts, the architecture

Maas’. Traditionally made with the ‘mathiana red chilly’ and meat cooked together in a simple ‘handi’ or clay pot, this dish has graced the palette of the royals of the state for thousands of years.

Kerela

Prawns Balchao

It’s sweet and hot. It’s east meets west. Prawns Balchao is a Goan seafood delight which originated in Macau (China) and brought to India by the Portuguese. Served with hot boiled rice, the combination of juicy prawns, vinegar and tomato-chilli sauce will create an unforgettable impression on your mind.

The Malabar cuisine is as majestic as the Arabian sea or the Western Ghats. Made with ‘Tilapia’ or

blends the goodness of the coconut milk with the tanginess of tamarind

Tamil Nadu

Chettinad Chicken

The Chettinad region in southern Tamil Nadu has an enchanting culinary repertoire. There is a mind-boggling interplay of freshly ground spices in the Chettinad Chicken that can jazz up the traditional white rice meal. Omnipresent dish is truly a culinary gem.

Assamese Masor Tenga

in the households of Assam. Simple and easy-to-make, this soothing dish will

fenugreek, mustard, green chillies and tomatoes go swimmingly with Rohu or

Guntur Chicken

Guntur Chicken packs a punch with the heat from the local red chillies. The Guntur region of Andhra Pradesh is known for its hot cuisine that can release fumes from your ears. The chicken is stir-fried until it is tenderised and the spices are coated perfectly.

Kosha Mangsho

This iconic Bengali delicacy is as sensual as it sounds. Ask any Bengali, the secret to preparing the perfect Kosha Mangsho is patience. The mutton is stirred and tossed for a long time over high temperatures so that the spices penetrate deep inside the meat.

Divided by states, united by Briyani

There’s nothing more comforting like a delicious and succulent meat that takes you straight to heaven. The dish that belongs to EVERYONE and is loved by all - The Biryani, can’t go unmentioned: Whether in Thalassery, Dindigul, Chettinad, Lucknowi or Malabar; the dish has a fan following everywhere. It's safe to say that everyone is bamboozled by this culinary delight, without any argument it is the favourite of all states in India.

Hungry, yet?

We are barely scratching the surface of the diverse non-vegetarian food heritage in India. Every region prides itself on delicacies that will make you go ‘mmm’. India is truly a gastronomic paradise for meat lovers.

India

Okay enough simmering now. Wear an apron, It’s time to sizzle. In this section, we will show you how various components come together to make us who we are.

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Who is an entrepreneur?

hearty gregarious gastronauts the face on the box we came. we saw. we disrupted. we are 4 companies in 1 The method behind the magic

Who is an entrepreneur?

“Sometimes customers might not even be able to fathom what they’ve been missing. This is where the magic of purpose and instinct led entrepreneurism lies, in uncovering the obvious which wasn’t so obvious in hindsight.”

Abhay Hanjura Founder

hearty gregarious gastronauts

People who have ‘gone Licious’ are hearty gregarious gastronauts. They are not ‘consumers’, they are pleasure-seekers. Of meat holds a special place in the hearts (and taste buds) of people. become synonymous with celebrations. It can be a wholesome way to nail your nutrition goals. But truly great meat is something else. When someone sinks their teeth into a juicy chunk of Licious meat, they are transported. For the hearty gregarious gastronauts, it is an out-of-the-world experience.

isArree,butwhat a Gastronaut?

A Gastronaut is someone who can literally go to the moon for good food, bro!

The face on the box

Which came first from Licious, the chicken or the egg?

Well, I think it is the box that arrived first and delivered happiness.

Every brand has an element that distinguishes them from the other brands in the market. We at Licious pride ourselves in our packaging. It helped us bring out our essence; happy customers and the happiness manifestation of receiving fresh meat to their doorstep.

Our packaging is no ordinary box; it is our story, our customer’s journey to food satisfaction and a means to leave and spread our legacy. While we promote and stick to our mission of delivering the best meat to our consumers, we also ensure that each box brings with it happy and loyal customers.

People now are able to recognise our packaging and our brand irrespective of whether they have ordered from us or not. This design was able to put aside our multiple attempts to capture our brand spirit and pushed forward our brand to stand out and center our focus on our customers and the meat we sell.

“When we first pitched our idea of white packaging to our investors they were tense and told us that white packaging and meat will not go hand in hand, people may not even react positively to it, they even told us it’ll be a messy a air. But we were commi ed to transforming every single consumer touch point, and introduced this amazing looking packaging that India hadn’t seen before.”

Abhay Hanjura Founder

"Everytime I look at the Licious box, it brings a smile to my face. I initially bought Licious, just because I loved the box so much, didn’t realise I would get hooked on it forever.”

“I save those boxes, because they are too pre y to throw away. I absolutely love the packaging."

Ankit Khatri

Licious Customer, Delhi

Namitha Reddy

Licious Customer, Bengaluru

#34

Licious Secret Recipe

How to prepare Motivation Manchurian in 5 easy steps

Motivation Manchurian

Ingredients

2 cups of Leadership skills

5 cups of Energy

5 cups of Passion

2 cups of Bias for action

Vision - According to taste

Be a person who can connect with people and understand their core skills..

Infuse your colleagues with copious amounts of your energy every single day. Soak your environment with passion. No decision is too big, no project too challenging because your passion will always surmount it.

Act quickly and enable actions quickly too. Do not sit with your hands folded waiting for someone to come.

Talk about your vision, your goals, for yourself and for each other a lot.

Voila!

Motivation Manchurian is ready.

If done right, you now have peers and team mates who are now raring to go. Go forth and conquer the world, young Lician!

We came. We saw. We disrupted.

Licious has caused deep change physiologically and psychologically in the meat eaters and meat producers of this nation. The meat market is never going to be the same again. It is onwards and upwards only, as far as we are concerned. Here are Licious has brought about.

The meat market in a post-Licious world

Before Licious

Poor quality and unethically reared meat pumped with questionable additives, chemicals and sold without a thought about the end customer.

After Licious

Meat that is bred to perfection with 150 quality checks, exclusively sourced from trained farmers who rear the livestock in a more healthy and sustainable way, without

Absence of an unbroken cold chain, quality standards, and protocols.

Transformational cold chain processing facility managed by doctors and meat scientists. First-inmarket technology and IoT-powered refrigeration technology across all stages of the cold chain.

Meat sold in black polythene bags or wrapped in newspapers, as if they are objects to be shameful about.

Meat is neatly vacuum packed with our FreshSeal technology, placed in a attractive white box that celebrates the love for meat.

Dead carcasses left stenching in the open air soaking in the pollution of the streets.

Processing centres that are compliant with the most stringent global standards of hygienic storage.

“We strictly maintain a regulated temperature of 0-4 degrees Celsius throughout the farm to fork process. We track them through an IoT enabled system to a ain greater visibility across the entire meat supply chain. This has truly transformed the supply chain and the way meat is delivered.”

Rajesh K

Economic impact

Before Licious

An industry that has not seen product innovation for generations. Time old cuts, meat varieties and product customisation.

After Licious

that cater to unique preferences of the customer. From types of products to market-friendly quantities all derived from a deep understanding of the customer.

Long wait lines in overcrowded and were forced to see the butchering and unsanitary conditions of animals.

Farmers were at the mercy of unsupervised and highly risky local transporters who used bicycles or foot for transportation of meat. Wet markets that were digitally primitive with zero to no technological advancements.

High-quality delivered to the customer’s doorstep within 90 minutes.

Meat is transported in cutting-edge refrigerated trucks that maintain temperature below 4 degrees throughout the journey. Innovative meat-tech and use of logistics and delivery operations.

Industry sitting in the dust with untapped potential and momentum. Receiving no attention from entrepreneurs or investors.

Our set of path-breaking interventions enabled other leaders to see the opportunities in the industry. Through this, we have encouraged more entrepreneurs to enter the industry.

The golden murgi

“Initially, there was a running joke across the market that "there are a bunch of crazy guys and they are looking for golden plated meat." We really wanted to answer the question - What does quality mean in this category? We created our own standards and specs of quality for all the products."

Joseph Manavalan

We are THREE companies in ONE

PRODUCT SERVICE PLATFORM

We are a disruptive, juggernaut of an organisation at the juncture Product, Platform and Service. This gives you industry knowledge and opportunities like no other.

Product - Licians are building India’s quality checks, vacuum-sealed packaging, highly specialised cuts or incredible range of products, we pull out all the stops to put a big smile on our customers faces.

Platform - Licians are building India’s biggest D2C meat platform with a combination of customer insights, data driven research and cutting-edge technology.

Servicecustomer experience with an infallible IoT-powered cold chain and our everpresent customer support.

At Licious, you do more and be more

The method behind the magic

How do we do what we do? There are several factors that work together to make us a seasoned expert in D2C meat. There is a method to our magic.

Farm-to-fork in 24 hours

We are accurate time-keepers. From the production line to the last mile, we are committed to a timeline that ensures freshness of the meat. This is made possible by a strategically-developed native supply chain and a zero-inventory model.

Every processing centre is well-connected to a network of delivery centres in the surrounding 250 km radius.

Rajesh K

“Delivery of product from slaughter to delivery is 12-18 hours. Sometimes, we even achieve it within 5 hours. This

Only the best is good enough

Every box of Licious contains meat that has passed over 150 rigorous quality checks. Every step of the way, the meat is evaluated based on stringent and comprehensive protocols. We choose lambs only between 8-12 months old. Our chicken always weighs between 1 and 1.2 kg. Our seafood is strictly ‘straight outta sea’.

Anmol Dhuper Director of Global Procurement

“If the vendor has 50,000 chickens, only the best 5000 among them make it to Licious. There is a saying amongst our vendors that “Licious needs

We are guilty of setting the

Chilled to perfection

For meat to stay fresh and retain its natural juices, it has to be stored in the right temperatures. From cleaning to cutting, the meat is kept at precisely 0-4° Celsius to maximise the freshness. Even when it is out for delivery, we keep it chilled up right up to the doorstep.

“Our meat is ‘chilled’, not frozen. We pioneered the practice of maintaining meat at the optimum 0-4° Celcius from procurement to delivery. When our products

Kolkata, we work with supply chain managers to ensure that there are freezers with the right temperature

Vidyanand Krishnan

Power in packaging

Contrary to the proverb, you can judge a lot about the book by its cover. Our meticulous packaging is instantly recognisable and has made a name for itself. We use patented, vacuum sealed and temperature controlled containers to deliver all our products.

do vacuum packaging. Now, it is becoming an industry

Joseph Manavalan CIO

Clean, cut, then weigh

thrown out but the customer still pays Buying 1 kg of chicken? You get exactly 1kg.

Head of Manufacturing

Chiranjiv Mohanty

“Our mantra is ‘feel like the customer’. Once we gain that perspective, everything falls into place and everyone does

You have feasted your eyes on how everything falls into place at Licious. Now, it's showtime.

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key ingredients to our success

Being a lician is awesome because... our teams

Voice of Licians

Licious Secret Recipe #153

Ingredients

Positivity - 5 cups

Boldness - 3 spoonfuls

Self love - 2 ½ cups

Open mind - Increase everyday

How do you talk to yourself? Instead of beating yourself down for slip-ups or procrastination, show kindness and bounce back. Try doing new things. Think of ways you can knock the ball out of the park in every project. Can you suggest new ideas or products? Show them what you got. You can’t always be perfect (that’s impossible). Remove the magnifying glass you’ve placed on your mistakes and set a ainable goals. Instead of steamrolling over the unpleasant parts, acknowledge them with

“Hello frustration, I see you’re active today”. Understand what gives you more confidence and do that o en. Perhaps you want to start speaking up more at work or finally wear that outfit you've always wanted to. Turns out, there’s some truth to, “fake it till you make it.” So for garnish, add a bit of sass to your personality and slay.

Voila!

Unlike Maggi your confidence chutney will take more than 2 mins to prepare. Steady practice and small achievements will one day culminate and soon you’ll realise that you’ve gone a lot further than you thought you could.

We

Our values are the key ingredients to our success.

Dreamy eyed

You would have heard people say, “there’s no such thing as a bad idea” and around here we actually believe it. As a bunch of creative heads, nothing excites us more than having big, crazy, ambitious goals and driving our success. That’s how we like it. We jump out of bed every morning knowing that our imaginations will not be to venture beyond the boundary line. How else do you think we were able to build a transformational supply chain?

“The pace of growth and change is incredible at Licious. The idea of building something new within an age-old industry - that’s exciting!”

Meeta Agarwal CFO

Friendly and fun and hold the mirror!

We are backyard grillers and shawarma- eaters. We are amateur stand up comedians and Avenger parents. We’re dead serious while arguing if boneless chicken tastes better than chicken with bone and super professional while deciding where to go for team outings. After all life is meant to be enjoyed.

“Our co-founders are the friendliest people on the planet. Abhay has an and Vivek’s sarcasm is so on point!”

Rishit Shetty CFO

Respect and humility

colleagues, respect our customers,

opinions, respect new ideas, respect people’s time, respect ourselves and all we ask for is little respect in return. We are far from perfect and have a long way to go. Everyone of us has this understanding and it helps us become better and better. We always accept our mistakes by putting our pride aside.

“We have a leadership group called the ‘Mindbenders’. The purpose of the group is to have transparent discussions about the business reality and overcome our shortcomings”

Meeta Agarwal CFO

Customer & quality obsession

We win the hearts of our customers through their stomachs. That means we are obsessively focused on the quality of the product and the customer experience. For us, every bite that a customer takes is equivalent to a rocket launch to the moon. That’s how high we have raised the bar in meat quality. So many things have to go right and we make sure we are on top of it all.

“We delight our customers, every single day. Every Licious package features a portrait of a customer!”

Santosh Hedge VP Marketing

Bias for action & excellence

Remember when we said we dream big? We also execute it smartly - this brings the reality portion into the dreaming part. Licious belongs to the ones with sweaty palms and shaky boots who run full force and

It belongs to the can-doers and the risk-takers who would push that red button without overthinking it.

The sense of urgency is in our DNA. Whenever we have an issue that needs to be escalated, we call it VOICE. There’s a dedicated email ID for VOICE and it is always loud!”

Srinivas R Vice President, Front ops

Develop people

develop ourselves & to develop our fellow Licians! Alone, we are just garam masala, chicken and rice but put us together we are majestic biryani ready to wow everyone. We all come from diverse backgrounds, and we let our company personality shine. As a team we throw our heads back and laugh at every challenge because we believe there’s no problem we can’t tackle, even if the solution is a bit of a Frankenstein idea from everyone.

“You get great support from the management to explore, grow, upskill and evolve as a professional.”

Name Designation

Profitable, sustainable, scaling

sustainability and scalability can all be achieved simultaneously without think 10 years in advance. We owe our debts to both Mother earth and our investors. When we design and deploy a solution, we don’t just stop there. We keep on improving and simplifying our processes to reduce

“We follow the highest global standards to ensure safety and sustainability in processing, packaging and distribution”

Rajesh K Chief Quality and

Data and detail orientation

What’s the next best thing after meat? Data. We are always hungry for data. Our thinking and decision making is fact-based, data-backed & detail oriented. As they say, the devil is in the details. But sometimes you have to face the devil to achieve the desired outcome. When you instil the habit of working with data, big problems break down into pieces and new opportunities present themselves on a platter.

“The level of information sharing and exchange that happens at Licious is truly remarkable”

Rajesh K Chief Quality and

Passion for meat

There are a number of things we are passionate about but our love for meat surely tops the list. It’s exciting, even empowering, when we are sitting at the

in a line of tasks. We know it’s virtually impossible, but we press on. Researching. Organising. Structuring. Restructuring.

possibilities. We do not just feel like entrepreneurs. We feel like an artist ideas into tangible form.

“One of my team members went on a special operation codenamed - Mission Momo. He travelled across Nepal and Japan in search of the ultimate recipe to make delicious Chicken Momos”

Rajesh K Chief Quality and

Integrity

We practise what we preach. Our values are not a footnote to our identity. They are the centrepiece. When we make promises, we see to it that we stick to them, even when no one is holding us to account. Like our products, we keep truth unadulterated. You can count on a Lician to be honest and direct and always walk the walk.

“We always wear our hearts on our sleeves. We call things as they are because everyone at Licious is heard irrespective of their designation”

Name Designation

Being a lician is awesome because...

The spotlight is on us. Licious is the biggest D2C meat industry in India. We are only getting started and we are here to disrupt the meat market with innovation and awesomeness.

We put life into dead meat

Meat isn’t just a protein source, it is a feeling, a memory, an experience of a dish that our grandmothers used to make. We at Licious, add a bowl full of freshness, a spoon full of happiness and sprinkle it with fond memories to be made.

“There is excitement in knowing that everyone you work with has a tremendous impact on a larger dream and vision. Everybody is so passionate around here, it’s infectious.”

Chiranjiv Mohanty Head of manufacturing

“We live dog years at Licious. Working here for 1 year equates to 5 years of experience and exposure. You get to work on so many interesting projects and growth occurs both with yourself and the company in tandem.”

Srinivas R Vice President, Front End Ops

Get your hands dirty

At Licious, you get the opportunity to be involved in the process of experimentation and innovation. At Licious we encourage out-of-the-box thinking and like to have a hands-on approach to problems and solutions.

every day is di erent and each day is

Solve a real problem

At Licious, we are solving real problems; delivery of unhygienic meat and breaking away from the stereotypes that surround what meat stands for.

“One of the main perks of working at Licious is that the atmosphere is really great. We get to solve real industry problems,

a new challenge.”

Simeran Bhasin Business Head

“Our social fabric continues to treat meat eating with banishment. So the key and challenge is not to build the business but to change the mindset of the people.”

Abhay Hanjura Founder

Change the mindset of a billion people

Meat has been a taboo for a long time in India. We are breaking the barriers and changing the perspective people have on meat.

“At Licious, you get to work with some of the brightest set of folks that you can work with in the sector. We have been able to solve some of the most pressing challenges because of these amazing people.”

Work with the brightest minds in the country

At Licious, we are a creative bunch of professionals who take pride in building expertise in various domains at the same time. Here, a simple lunch time conversation can truly enrich your knowledge. Not kidding!

Prashant Verma

“The amazing thing about Licious is that it’s not just a tech company. We are 4 companies in 1; supply chain, tech, logistics and a brand. That’s what makes us special.”

Santosh Hegde Vice President - Marketing

Work in an

organisation that is 4 companies in 1

We are in the food sector, delivering last mile delight via expertise in supply chain and logistics with a deep understanding of the right way to leverage cutting-edge technology.

Becoming

a Lician is a chance to re-imagine what meat means to people and break the stereotypes surrounding it. It is a chance to become part of history and create something awesome.

our teams

stations or teams that are constantly cooking up a storm. Innovation, creation

is able to serve to its loyal customers a 5-star selection of meat.

Let us introduce you to the stations and the roles they play within the Licious kitchen.

Customer Experience

Our success is not just attached but intertwined with the satisfaction and experience of the consumer. It is all about the customer. The Customer Experience station is incharge

Finance and Legal

The team made of steel, our Finance and Legal station keeps a tab on the budgets of Licious kitchen and ensures all necessary

of ensuring that our customers are having the best experience with the products and how they can improve the experience in places where necessary.

The head chefs of the kitchen, the ensure that the various stations

documents from copyrights to legal settlements are in place and safe.

are working in sync and are producing and delivering the Licious promise.

Innovation

The smart and tasteful scientists of the Licious kitchen, the Innovation station is constantly creating,

discovering and cooking new recipes to bring new and products to the table.

Marketing and Revenue

This station is selective and insightful, aware of what drives in customers and how to balance the upward trajectory

of the company. Marketing and Revenue’s dish of preference is growth and they like it served on a long-term platter.

People Experience

The liveliest station of the kitchen, team People Experience, ensures that when Licians are chosen, they

They ensure all Licians concerts are addressed and that they enjoy

Supply Chain and Quality Assessment

Perfection is the main source of this teams’ protein. The Supply Chain and Quality Assessment team ensures the meat that comes to the processing centres is properly cleaned, cut, segregated,

Tech and Product

The equipment specialists of our kitchen, the Tech and Product team ensures that the right kind of equipment and technology is available to produce Licious cuts and meat. They ensure that the products are upto mark and new products can be manufactured.

packed and sent out in a perfect Licious standard method to various hubs. They ensure the meat sent check parameters before it reaches the customer.

With each station working stations make the kitchen a lively awesomeness we create.

We are Licians

L for Laugh

Seriousness is overrated. Our most serious meetings have had the loudest laughs. We are much more productive when there’s a dad joke sneaked in between sessions.

C for cultivate

We love our fellow Licians and we enjoy working together. You don’t have to ask us twice to help you with your project or if you need some lunch recommendations.

I for integrity

We believe in staying true to our values even when no one is watching. Our moral standards are so high that we stop for the red light even at 3 am in the morning.

A for ardent

We have been stubborn and passionate. We run after our dreams, visions and goals, fearlessly.

N for nimble

Licians don’t need Yoga classes because we are inherently nimble and change according to the needs of the industry.

A i

I for innovate

We believe that constant innovation triumphs lazy intelligence. We love to innovate newer ways to transform the meat industry.

voice of licians

I have a once in a lifetime opportunity to re-imagine an industry and build it via technology.

The founders care about my career growth and encourage me to focus on my personal growth and upskilling.

I have the freedom to approach and take accountability for it. There is no micro-management.

Licious is a great place to work and the people I work with have a great vibe and are friendly.

I have the freedom to implement ideas and experiment.

I am able to experience fast growth opportunities.

I received a lot of motivation from the founders especially when it comes to taking risks. They are my supporters and my cheer squad.

I am able to put on my thinking cap here since creativity is endless here.

Our family-like culture makes me feel like I am a home away from home.

I have never experienced a single day where something new isn’t happening, there is constant innovation at Licious.

This is a dream come true. Free samples for meat lovers!

voice of licians

I learnt about meat processing and the meat industry as a whole.

With such inspirational, perceptive and innovative leaders, I have picked up a thing or two and have developed leadership skills.

I learnt to widen my perspective and dream big, how to set goals and achieve them. My leaders support me through the process.

I am better able to balance the scale between my professional and personal life.

I have learnt about the meat distribution and consumption within India.

I have learnt to be transparent and consistent about my core principles and values.

I am able to communicate openly about my expectations with both my seniors and juniors.

I have learnt management and soft skills.

I receive a lot of encouragement for work or a new idea, and there is a lot of respect for colleagues. I am now giving back the same. It goes a long way to create such lasting and meaningful bonds.

I learnt how to assist people and get work done swiftly and smoothly by taking inputs.

I have to better manage my time and prioritise key tasks.

Feeling full already? We have come now to the very end. Now it's time for a toast from our CEO. Hear! Hear!

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letter from ceo Benefits

You are the magic ingredient

Hi Licians & Hungry Folks

We are Abhay and Vivek, the Founders of Licious but we prefer to be considered as friends and foodies more than founders. Licious is already cooking up a storm in the market. We are taking on the challenges of the nation’s meat ecosystem and blazing a trail to a more fresh, healthy and sustainable meat. We have had a positive impact on fellow metarians, on society, on the economy and the nation!

O entimes, people ask us how we have managed to scale rapidly and build Licious into the powerhouse it is today?

Our answer is simple. The magic ingredient to the Licious recipe is you.

Yes! You. We pride ourselves on having a dream team. Our magical mixture of the perfect Licians working together to bring the best meat to people.

Their talent and passion is taking us one step closer to achieving the mission, everyday.

At Licious, we want you to chase a er your dream, your unique calling that only you can pursue. The dream that makes you jump up from bed every morning. Chase that! We want you to achieve everything you’ve ever wanted, because that’s how we started. Well of course there have been times where we have questioned ourselves, times we wondered if we’re doing the right thing, second guessed our judgement calls but in all these times we always had Licians to rely on and people who have traded comfort for passion. Who have challenged the way things are supposed to be and kept going to achieve the mission.

The magic ingredient has always been, and will always be you! The Licians. Looking forward to working with you and changing the way billions think about meat.

With regards, Abhay & Vivek, Friends, Founders & Foodies.

Count your chickens before they hatch

at Licious

Feel cared for, always

We have a YOLO mentality. No, that

A. Extended medical insurance coverage

• Upto 7 members of the family

• Includes same-sex and livein partners

• Surrogacy expenses

• Mental wellness

• Maternity care

• children and siblings

• 24-hour hospitalisation

• Care for pre-existing diseases

• Cashless billing at empanelled hospitals

B. Personal accident coverage

C. Life insurance coverage

Have an easy ride

We get it. When it comes to commuting to work, the journey is NOT as important as the destination. So, we have a bunch

A. Commuting allowance of `28,000 (per year)

B. Vehicle insurance

C. Vehicle maintenance coverage

3

curiosity

Licians are hungry folks. Not just for great food, but for knowledge, memes, podcasts, books and new

Licians to be ahead of the curve and keep up-to-date with topics they care about.

A. Broadband allowance of `3000 (per month)

B. Books and periodicals allowance of `2000 (per month)

C. Online courses and skilldevelopment workshops worth `1,20,000 (per year)

Enjoy irresistible ESOPs

Everyone at Licious has a sense of ownership. But after the mandatory one-year period,

anytime liquidation’ ESOP plan. We Allow liquidation of ESOPs whenever any Lician wants to cash in – no questions asked.

5

Take care of yourself

We have zero tolerance for workaholism. With our policies, we have made it possible for Licians to stay rejuvenated at work. Licians are always more than just photographers, board game nerds and so much more!

A.

B. Parental leave upto 26 weeks

C. Leave travel allowance upto

`75000

D. Flexible schedule

Unleash the foodie

professionals second. Do you want to know how we make Licians care so much about our they cannot refuse. When you Licious products, it’s impossible not to care.

A. Food wallet with an allowance of `2600 per month

B. 20% discounts and free delivery on all products

Celebrate your company

The word ‘company’ is derived from the Latin words ‘com’ meaning ‘together’ and ‘panis’ meaning ‘bread’. So, people who break bread together. We are a company which stays true to the original meaning of the word. We bond over food, celebrate each other and are always excited to invite more people to the party.

A. Pizza and BBQ parties for absolutely no reason at all

B. Awards and bonuses to recognise extraordinary achievements

C. Gift vouchers worth `5000 (per year) to wow your family and friends

D. another you

You are the magic ingredient

“We have been on a journey of several product launches, awards and speedy growth. The past few years have been a whirlwind of excitement and the magic behind our greatest achievements, have been our people.”

Naveen Kumar Head of HR