A Case Study on ‘Licious’ – The Red Revolutionin India?

India is the 5th largest producer of meat in the world. About 70% of Indians are non-vegetarians. Most of meat consumers prefer to buy meat from traditional unregistered slaughterhouses. Since independence, the country has witnessed Green, White, and Yellow revolutions which have caused a massive change in the agricultural, dairy, and oil industries. It is high time India realised it needs a Red Revolution accounting to the meat industry. In the year 2015, two visionaries, Abhay Hunjura and Vikas Gupta revolutionised the abundant yet untapped meat market in India through ‘Licious’ - India’s first D2C Unicorn that went on to become the No.1 meat brand in India. They transformed the meat industry with their unique entrepreneurial mindset and marketing activities. The case is based on a theoretical approach of the Ansoff matrix, which is one of the most important tools in strategic planning and the study aims to ponder over the growth story of ‘Licious’ in the Indian meat market. The case could be used as a pedagogical tool to teach entrepreneurship, market entry strategies and strategic management.