Licious, the direct-to-consumer meat and seafood company, is strengthening its presence in the convenience-food market with the launch of Sizzl, a dedicated sub-brand aimed at younger consumers. The move marks a strategic effort to expand beyond its traditional fresh meat and seafood business and capture a larger share of the ready-to-eat snacks and quick-meal segment.
Sizzl brings together more than 80 products, including momos, kebabs, tikkas, snacks and protein-focused meals, under a distinct brand identity. While these products were already part of Licious’s portfolio, the company has now given them a separate positioning and marketing strategy to reach a younger audience.
According to Varun Khanna, senior vice-president of marketing at Licious, the company recognised that its ready-to-eat portfolio needed an independent identity to connect with consumers and participate in a wider range of food occasions.
Unlike the parent brand, which primarily caters to consumers seeking fresh meat and seafood for home cooking, Sizzl is targeting consumers around 28 years old, with an ambition to reach those as young as 25. The brand has been designed as a more playful and youthful extension of Licious while retaining its focus on product quality.
Moving Beyond Traditional Meat Consumption
The launch reflects Licious’s ambition to become part of everyday food consumption rather than remain limited to purchases of raw meat for home preparation. With Sizzl, the company is targeting multiple occasions, including casual snacking, parties, quick meals and fitness-related consumption.
The opportunity is significant, particularly in the convenience-food category. Khanna estimates the Indian momo market at around Rs 30,000 crore, much of which remains unorganised. The company also sees opportunities in the broader meat and seafood market, estimated at $50 billion.
Protein is another important element of the brand’s positioning. Its daily protein range includes a 200-gram chicken breast portion containing approximately 30 grams of protein, designed for convenient preparation and consumption. Khanna said the range has recorded strong repeat purchases, although the company has not disclosed specific sales figures.
Quality and Freshness at the Core
Licious is also differentiating Sizzl through its emphasis on freshness, ingredients and product handling. According to Khanna, most products, except the momo range, are sold fresh and chilled rather than frozen, giving them a relatively shorter shelf life.
The company highlights its cold-chain infrastructure and its focus on avoiding fillers in meat products. Its chicken momos, kebabs and tikkas are positioned around meat quality and ingredient transparency.
However, this premium positioning is reflected in its pricing. Sizzl’s chicken momos are priced at Rs 379 for a pack of 16 pieces, compared with competing products from Wow! Momo, Prasuma and Godrej Yummiez, which are available at lower price points.
Marketing Through Food, Fitness and Entertainment
Sizzl is adopting a marketing strategy centred on social media, creator partnerships, sampling and consumer experiences rather than relying heavily on conventional advertising.
The brand has collaborated with content creators, including Rebel Kid and Gaurav Kapoor, while exploring consumer engagement through activities such as run clubs and movie-related experiences with PVR. The approach is intended to connect the products with younger consumers’ interests in fitness, entertainment and social occasions.
The sub-brand was unveiled at a creator-led event in Mumbai attended by more than 300 celebrities and content creators, including Varun Dhawan, Uorfi Javed and Ibrahim Ali Khan.
Focus on Existing Distribution Channels
Despite its younger positioning, Licious is taking a measured approach to distribution expansion. Sizzl is currently available through the company’s own app, quick-commerce platforms and select retail outlets.
Khanna indicated that quick-commerce accounts for around 10–20% of the product selection, while the company’s own platform contributes more than half of its revenue. Licious offers over 300 products and approximately 450 stock-keeping units (SKUs) through its platform.
Mumbai, Delhi and Bengaluru remain key markets for the brand. The company is not rushing to enter smaller cities or establish dedicated Sizzl cafes and restaurants, preferring to strengthen its existing channels first.
With Sizzl, Licious is seeking to build a stronger presence in India’s evolving convenience-food market by combining its established meat-quality proposition with a younger brand personality, premium products and new consumption occasions. The challenge will be to translate initial consumer interest into sustained demand and repeat purchases in an increasingly competitive market.