Licious strengthens its meat credentials

Licious, India's most loved all-things-meat brand, announced its foray into the spice segment with the launch of its new range of Meat Masalas. With this latest category expansion, the brand has introduced expertly crafted, eight classic masalas for consumers, offering meat-lovers a perfect match for meat - resulting in their favorite meat dishes. The latest launch stems from extensive research & development at Licious, with the brand offering a range of masalas that are not only a 100% perfect match for meats, but would also elevate the cooking experience for consumers.

The range includes Asli Garam Masala, Classic Chicken Masala, Classic Meat Masala, Khansama Biryani Masala, Original Tandoori Chicken Masala, Shandaar Butter Chicken Masala, Chatpata Fish Fry Masala, and Dakshin Pepper Fry Masala. These masalas are a complete spice mix, marked by freshness and natural tenderizers that reduce marination time to 15 minutes, rendering the meat more juicy and tender once cooked. Moreover, the Masalas are cryogenically ground which helps retain natural oils that provide higher potency delivering improved aroma and flavor. Standing true to the brand promise of maintaining utmost quality, the masalas are packed in single-use sachets to maintain freshness and ease of use. 

Speaking about expanding the brand’s offering with this new range, 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.”

Commenting on the brand’s foray into a new category, Yash Bhatia, Business Head, Licious said, 

“We are thrilled to delight meat-lovers with the specialized range of Meat Masalas by Licious. Together with our deep understanding of consumer’s meat eating preferences & subsequent needs, we have been able to achieve a superior & differentiated product with our Meat Masalas range. Most offerings in the masala category at present are not specialized 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 5 years ."

The brand rolled out a witty and fun digital film with celebrated matchmaker and OTT sensation Sima Taparia. The campaign film opens in typical ‘Sima’ style, where she is seen advising a mother-daughter duo on what to expect in a potential match, while the father is busy cooking in the background. The mother and daughter listen intently, as Sima goes all matchmaker on them, confidently stating that there is nothing like a perfect match in this world - “Perfect match? Kabhi nahi!" This is met by a loud scoff from the father  - "Kuchh Bhi!”, clearly defying Sima. The film goes on to introduce the new range of blended masala mixes that are, undoubtedly, a 'perfect match’ for any meat dish.