December 4, 2020

Licious: How Licious is trying to vary the way in which Indians purchase meat and seafood



Indians’ love for what has typically confirmed to be a controversial dish, biryani is effectively documented. Biryani and its totally different variations like “veg biryani” have been scorching topics in social timelines and amongst meme-makers. Surveys point out that this celebratory dish can also be most ordered by folks by way of numerous meals supply apps. Meat, in fact, is a crucial part in an excellent biryani.

The Pattern Registration System (SRS) baseline survey 2014, launched by the Registrar Normal of India, revealed that “71 per cent of Indians over the age of 15 are non-vegetarian.” Additionally, as per numerous business experiences, India consumes meat price round $30 billion yearly; 90 per cent of this demand has been primarily addressed by the unorganized market.

These had been cause sufficient for Abhay Hanjura and Vivek Gupta to co-found a web-based meat and seafood service model referred to as Licious 4 years in the past. The Bengaluru-based firm is trying to vary how folks purchase meat by specializing in high quality and including a beneficiant sprinkling of quirkiness to its model. Licious’ largest battle is in altering customers’ mindsets and habits. As an example, over time meals commodities grew to become packaged merchandise like free atta or rice to branded flour and different staples. Within the case of poultry and fish, these meals are nonetheless primarily offered in black polythene luggage, the founders level out. That was considered one of first issues that Licious’ founders needed to vary.

The model made the buyer the merchandise’ hero. By means of a social media property referred to as ‘Facehunt’, Licious picks customers who share their experiences of utilizing Licious merchandise, and have dishes that these clients prepare dinner up. Rewards transcend an Amazon or Flipkart voucher or a “social media point out.” As a substitute Licious is placing the faces of its clients on packaging. At the moment, Licious has a repository of over 100 shopper pictures which are refreshed regularly. The concept was first conceptualised by Fisheye Creatives.

New Model Recipe

Licious can also be choosing a few of the most interesting brains within the advertising and advert world. Santosh Desai, managing director and CEO of Future Manufacturers has supplied a brand new strategic framework for the corporate, whereas Piyush Pandey, world chief inventive officer, Ogilvy, and govt chairman India, Ogilvy, and his company have formed the inventive narrative for Licious’ new model marketing campaign.

Hanjura decodes the advert technique for us. “Ours is a class the place a shopper is deeply concerned. Nonetheless, what now we have noticed is that often, the conversations are sometimes recipe-based.” ‘Baat Badal De’ is an try to vary folks’s perceptions of contemporary meat and seafood as an ingredient. The marketing campaign is digital-focused, and can additional be supported by sturdy print and outside legs, radio spots and promotions in cinema. One of many spots encompasses a skeptical Punjabi mother-in-law who finally ends up fawning over her Bengali son-in-law and his signature fish curry. A second movie encompasses a gunda-like hire collector who instantly modifications his tune after a chew of the tenant’s rooster dinner.

The characters are performed by actors like Girish Kulkarni and Dhruv Sehgal and others with a theatre or web-film background. Neha Kaul, director, Corcoise Movies, who labored on the movies, says that the forged lifted the script to a distinct degree. “Working with writers who’re additionally actors, and artists from the web-film background add worth to the shoot. It opens up discussions, and improvisation comes pure to them,” she provides.

Good To Meat You

Licious merchandise are presently out there in seven cities and earlier this yr opened its offline expertise centre in Gurugram. The model has additionally added meat spreads to its product portfolio. Gupta says the main focus is extra on “strategic” reasonably than aggressive enlargement; “our focus is to keep up high quality and proceed working intently with the farming group that now we have constructed.”

Mithun Appaiah, CEO, Modern Meals, makers of brand name Sumeru, tells us that apart from altering perceptions and conversations, the buyer needs to be made conscious of the explanation why switching to branded merchandise is perhaps higher for them.

Then it must construct depth of flavour. Satbir Singh, founder and CCO, Thinkstr who can also be a “foodie” and a Licious buyer, says, “From a shopper viewpoint, I used to be impressed with the standard. However I believe they’ve a bit of labor to do on the subject of supply.” Additionally, in lots of the households that Licious goes after, cooking with meat and fish is commonly a weekend exercise. Singh recommends a deeper take a look at rising consumption patterns, which could assist the model ship higher experiences and meet shopper expectations.