Blended spices are now becoming a high-growth category in India and its organised sector is expected to account for half of the total business by 2025, up from 36% in 2020.
Understanding this, Licious, a leading homegrown meat brand, has announced its foray into the spice segment, with the launch of its new range of meat masalas. From ‘biryani cuts’ to ‘meat masala’.
Yash Bhatia, business head, Licious, said that Consumer needs have shifted, post-pandemic. Making dishes and consumer experimentation are the latest trends we observed this year. Keeping consumer needs in mind, Licious decided to come up with this meat masala range.
“The category of blended spices has always been generic in nature. Nobody has been able to come up with something special, when it comes to meat masalas. We think meat needs a special treatment and a special understanding of cooking. We have created a category that was non-existent. Our target audiences are meat consumers.”
The meat company is aiming to build this category to more than Rs 300 crore over the next five years.”
According to Bhatia, the brand studied the meat masala category for a year to understand major challenges, like the time-consuming marination process, lack of authenticity, and masalas losing its potency and freshness.
Licious has come up with a complete spice mix, marked by natural tenderisers that reduce marination time to 15 minutes. Moreover, it has used cryogenic technology to provide higher potency and aroma to our masalas. Last, the masalas are packed in single-use sachets to maintain freshness and ease of use.”
The brand also plans to expand to a regional range and take this segment to the offline market over the coming 6-8 months.