Licious, the online meat delivery platform, was India’s first direct to consumer company or D2C that achieved the unicorn status. It was valued at $1.4 billion two years ago and it had enough money to grow to Rs 100 crore of revenue per month, but its revenue has remained flat from the last two years.
Licious follows the premium pricing strategy. Its products are priced higher price than the average market but its customer base is ready to pay that extra amount because of the quality Licious delivers. But Licious is not being able to expand its user base to the larger meat eating population because of this very premium pricing strategy.
But it needs to deliver on a growth rate worthy of its billion dollar plus valuation.
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