The company aims to emerge as a market leader within the first year of launch itself

Licious, a Bengaluru-based D2C Food Unicorn, has announced its foray into the alternative protein sector with the launch of UnCrave – India’s first D2C plant-based meat brand.

This launch aligns with the company’s strategy of portfolio diversification leveraging its strong core brand equity. Licious aims to emerge as a market leader within the first year of launch itself & create relevance for the larger set of meat-eating consumers who trust the brand.

Developed from plant-based proteins, the offering currently consists of vegetarian chicken and mutton seekh kebabs that are rich in protein and free of all artificial preservatives and trans-fat. In the initial phase, the UnCrave range will be available in all major metro cities in India.

“We have invested in over 20 months of R&D, in-house, to develop a range of products that closely resembles the taste and texture of meat in a never-before-experienced way. We have paid close attention to not just the quality standards, but also the nutritional profile making it a protein-rich vegetarian fare that is also free of artificial preservatives & MSG. With UnCrave, we aim to introduce the country to newer ways of experiencing meat”, said Abhay Hanjura & Vivek Gupta, Co-founders of Licious.