Story: Imagine leaving a stable corporate career to tackle one of India’s messiest industries—meat and seafood. That’s exactly what Abhay Hanjura and Vivek Gupta did when they founded Licious in Bengaluru in 2015. Frustrated by the lack of quality, hygiene, and trust in local fish markets, the duo set out to deliver fresh, prawns, and meat directly to consumers’ kitchens. Their secret sauce? A farm-to-fork model powered by tech, with a cold-chain system ensuring fish stays fresh from the coast to your door. This article dives into their journey—Abhay’s knack for operations and Vivek’s marketing genius—and how they turned Licious into a household name, raising millions from investors like Mayfield India. With India’s seafood market booming, their story is about betting big on a vision to make quality seafood as easy as a click.
Challenges Overcome: Navigating the unorganized meat sector, building a reliable cold-chain from scratch, and convincing consumers to trust online seafood purchases.
Impact:
Serves millions across cities like Mumbai, Bengaluru, and Delhi with fresh fish.
Raised over $192 million by 2021 to expand their supply chain and product range.
Employs thousands, supporting local fishermen and farmers with sustainable practices.
Why It’s Inspiring: Abhay and Vivek show that even in a chaotic industry, a focus on quality and innovation can create a legacy. Their leap from corporate life to entrepreneurship is the kind of untold story that sparks inspiration.
Untold Angle: Abhay’s childhood memories of fish markets with his mom fueled his obsession with freshness, while Vivek’s marketing savvy made Licious a brand people love.
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