Licious is foraying into the plant-based meat market and has now launched UnCrave. The product range for the brand includes protein-rich vegetarian chicken and mutton Seekh kebabs, priced at Rs 349 onwards. At present, the company is also offering a single serve introductory pack at Rs 99.
The ready-to-cook products are assured to be free of artificial preservatives, trans fat, and Monosodium glutamate (MSG) with a shelf life of 12-14 days.
“Licious is the only Indian company to house both animal and alternative protein under one roof. We have been able to achieve this because we have always kept our consumers as our biggest priority, Simeran Bhasin, Business Head, alternative protein, Licious, said. “
The consumer-backed research and innovation process have played a significant role in the development of the brand over the past two years.
The team delved deeper into the meat consumption habits of the country and realised that a significant population does not consume meat regularly, and a large section remains protein deficient.
In addition, we have festivities and beliefs centered around our identity, which may affect when we may consume meat. For such consumers, Licious aims to provide a protein-rich alternative with UnCrave.
Today, plant-based alternatives are relevant to those who have turned vegan and are actively understanding their food choices. But a large part of India is still not familiar with this category.
At present, the products are available in Delhi NCR, Mumbai, and Bengaluru through the Licious app, marketplaces, and Licious stores.
Over the past 6 years, Licious has made its mark among meat lovers. Since starting up, it has witnessed a 300 percent growth and is actively interacting with consumers across 28 Indian cities viz, Bengaluru, Hyderabad, Delhi NCR, Mumbai, Pune, Kochi, and Kolkata to name a few.
Currently, it provides over 2 million orders every month and enjoys a 90 percent repeat consumption across markets.