Licious marries meat to its masala

 

Licious has rolled out a film to announce its foray into the spice segment with the launch of its new range of Meat Masalas. The film features the popular Sima Taparia of Netflix’s Indian Matchmaking fame. 

 

The film begins with Taparia seated across a table, with a mother and her daughter. As she talks about how the daughter has to compromise - she stresses on the fact that one can only have 60-70% of compatibility and never a perfect match. Just then, the man cooking behind interrupts her and tells her that some relationships are 100% compatible - just like Licious’ meat masalas, which are just made for great meat. Hearing this, Taparia goes blank and the product gets introduced. 

 

Vivek Gupta, co-founder, Licious, said, “Licious’ latest foray into masalas aligns with the company’s strategy of portfolio diversification, leveraging its strong core brand equity. We have observed a shift in consumption patterns, with consumers wanting to recreate authentic recipes within the comfort of their homes. At Licious, it is our passion to enrich the culinary meat experience in India because we believe a delicious meaty meal brings immense joy to one’s heart. With our specially crafted classic meat masalas, we want to offer our consumers the convenience of enjoying these authentic meat preparations. We are confident that consumers will truly relish this new offering and choose the perfect match for their most loved meat dishes.”

 

Yash Bhatia, business head, Licious said, “We are thrilled to delight meat-lovers with the specialised range of Meat Masalas by Licious. Together with our deep understanding of consumer’s meat eating preferences and subsequent needs, we have been able to achieve a superior and differentiated product with our Meat Masalas range. Most offerings in the masala category at present are not specialised for meat dishes. With our new range we aim to bridge this gap in the category and at each step, make Licious a part of the consumer's gastronomic journey. The latest innovation is a testimony to our constant efforts to provide our consumers with the best and we are aiming to build this category to more than INR 300 crores over the next five years .”