Licious is one of India’s largest online meat and seafood brands. It disrupted a highly unorganized market where meat quality, hygiene, and freshness were major concerns. Instead of relying on local butchers, unpredictable supply, and uneven standards, Licious built a fully controlled farm-to-fork ecosystem.

This means Licious manages everything—animal sourcing, processing, packaging, cold storage, and last-mile delivery. By ensuring consistent quality, Licious created a premium category in India’s meat market and built a loyal customer base.

But the operations are complex: temperature-controlled supply chains, strict hygiene, high wastage control, and skilled processing staff. So how does Licious manage to earn money sustainably? Let’s explore it down.

The Core Idea Behind Licious

Licious was built around three promises:

• Fresh, hygienic, premium-grade meat and seafood
• 100% cold-chain maintained from farm to kitchen
• Convenience with home delivery

The company focuses on urban customers who value:

• Quality and safety
• Ready-to-cook convenience
• Trusted sourcing

Licious also spends heavily on branding, packaging, and customer experience, positioning itself not as a meat seller but as a premium food brand.

How Does Licious Make Money?

Licious earns through product sales, premium pricing, private labels, ready-to-cook meals, subscription models, and brand partnerships. Here’s the detailed breakdown.

A. Selling Fresh Meat & Seafood (Primary Revenue Stream)

The largest chunk of Licious’s revenue comes from selling:

• Chicken cuts
• Mutton cuts
• Fish and prawns
• Eggs
• Marinades
• Exotic meats (in select cities)

Licious earns by adding a margin over its sourcing and processing cost. Because it manages its own supply chain, Licious can:

• Negotiate better prices with farm partners
• Maintain consistent quality
• Reduce middlemen
• Offer premium products at profitable margins

The company positions itself as a premium brand, so customers are willing to pay higher prices than regular market rates.

B. Ready-to-Cook & Ready-to-Eat Products (High Margin Category)

Licious’s RTC & RTE category includes:

• Kebabs
• Tandoori mixes
• Marinated chicken
• Pre-seasoned fish
• Heat-and-eat meals

These products offer much higher margins because:

• They involve value addition
• Packaging elevates customer experience
• Customers pay for convenience
• Shelf life is slightly longer

This category is one of Licious’s strongest revenue drivers.

C. Private Label Products

Licious controls branding and packaging for all its items, essentially functioning as a private-label company. Selling under its own brand boosts profit margins because:

• There’s no middleman brand taking a cut
• Licious controls product development
• Strong branding builds customer loyalty

Private label economics significantly increase profitability.

D. Subscription Model (Licious Meatopia)

Licious offers Meatopia, a subscription program that includes:

• Free delivery
• Exclusive discounts
• Priority service
• Access to special products

Users pay a monthly or yearly subscription fee.
This gives Licious:

• Recurring revenue
• Higher customer retention
• Increased purchase frequency

Subscriptions strengthen long-term profitability.

E. Delivery Charges & Convenience Fees

In some cases, Licious charges:

• Small order fees
• Delivery charges (based on cart value or location)
• Peak-time convenience fees

These charges help cover logistics and contribute to revenue.

F. B2B Business (Restaurants & Cloud Kitchens)

Licious supplies meats to:

• Restaurants
• Cafes
• Cloud kitchens
• Catering businesses

It offers bulk packs, standardized cuts, and high-quality products. This B2B segment adds strong recurring income because businesses place regular orders.

G. Value-Added Byproducts

Licious also earns through:

• Bone broth packs
• Organ meat products
• Waste minimization & byproducts

Efficient use of the animal reduces wastage and improves margins.

H. Cross-Brand Partnerships & Seasonal Campaigns

During festivals or special promotions, Licious partners with:

• Spices & marinade brands
• Kitchenware brands
• Recipe platforms

Brands pay for featuring inside the Licious app or packaging, creating additional income.

I. Expansion Into New Product Categories

Licious is slowly expanding into:

• Ready meals
• Pet food
• Specialty meats
• International-style marinades

Each of these categories earns through premium pricing and cross-selling.

Why Licious’s Business Model Works

Several factors make Licious successful:

a. Complete Control Over Supply Chain

From sourcing to delivery, Licious controls every stage. This ensures better quality and higher margins.

b. Premium Brand Positioning

Customers trust Licious more than local markets, allowing the company to charge extra.

c. High Repeat Purchases

Meat is a weekly essential for many families, ensuring recurring revenue.

d. Large Urban Market

Indian cities have growing demand for hygienic meat and ready-to-cook meals.

e. Strong Packaging & Branding

Licious feels like a modern food brand, not a butcher shop. That perception boosts sales.

Challenges Licious Faces

Even with strong demand, Licious has challenges:

• High cold-chain operating costs
• Maintaining consistent freshness
• Heavy competition from FreshToHome & local suppliers
• Price-sensitive consumers in many markets
• Perishable inventory risks

But its strong branding, loyal customer base, and controlled supply chain help it stay ahead.

Conclusion

Licious makes money through sales of meat and seafood, high-margin ready-to-cook products, subscription plans, delivery fees, private-label branding, and B2B supply. Its fully integrated supply chain and premium positioning allow it to charge higher prices while ensuring quality and consistency.