Disclaimer: The views expressed in this article are those of the author and do not necessarily reflect the views of the Economic Times – ET Edge Insights, its management, or its members

What steps does your firm take to increase customer-centric approach while focusing on value creation?

The most important part of our journey is customer obsession to solve everyday challenges of customers through unique and innovative solutions with fundamental understanding of their expectations. Predominantly customers preference is led by product quality and post purchase experience.

We cracked this by understanding what is happening in the ecosystem and molding the solutions accordingly. We have a product ratings system which is provided by the customers, and we talk to the customers through a strong channel of voice of the customers and take up the concerns. We also have a structured program where Leadership directly interacts with the customers to understand needs and expectations of the customers. To give an example we consider city specific feedback on recipes and cuts and for SKU launch or modifications accordingly.

How has your firm created a seamless and transparent customer experience? Can you share some examples?

The control over the food chain through tech and direct involvement enables Licious a seamless supply. We are farmers, manufacturers, and an e-commerce platform at the same time.

Rajesh K, Chief Quality and Sustainability Officer at Licious 

Pandemic tested our capabilities when the entire supply chain got disturbed, we did not stop our service of essential food supply for a single day. During the pandemic waves, we assumed convenience as a reason for the spike up. However, reality is that a lot of repeated consumers continued to be with us. And here’s where I want to make a point of what differentiates us from the competition and makes the experience very engaging. The consumer enters the app and chooses their choice of product, they get the meat delivered, they consume it, and we ensure end to end control of the process. We are positioned as a holistic meat destination and not just that of a pure meat brand.

In view of contributing to the green economy, what steps have you taken to increase activities such as reducing, reusing, and recycling within your firm?

The journey that Licious is on is best described as a marathon. While business growth is the cornerstone, sustainable progress is what we truly focus on. With our ESG commitment and global recognition, we have embarked on the journey of building an environmental management system that focuses on being more environmentally friendly and efficiently using resources across the different sectors we work with.

Your thoughts on COP27, and if the ultimate 2050 net-zero targets will be achieved, by and what does it mean for the business community?

It is good news that COP27 highlights that about USD 4 trillion per year needs to be invested in renewable energy up until 2030 to be able to reach net zero emissions by 2050, and that, furthermore, a global transformation to a low-carbon economy is expected to require investment of at least USD 4–6 trillion per year. However, to deliver on that, a comprehensive transformation of financial systems is required along with other measures. The Pandemic and Russia-Ukraine war created a mixed reaction to the global community on priorities, but businesses cannot refrain from taking up the action as time is ticking given that the window of opportunity to be able to limit ourselves to a 1.5-degree pathway is getting narrower as we speak.

Can you share with us some of your key mindsets that helped you achieve success?

Setting new standards and raising the bar for the industry has become a Licious way of life. The implementation of global standards helps us in defining our business strategies in a scientific & systematic manner with strong bondage with relevant SDGs and targets.

This is an honor and responsibility at the same time, and we would reaffirm our commitment to profit with a purpose – the purpose that safeguards the interests of mankind of today & tomorrow and the entire planet.”


Rajesh K, Chief Quality and Sustainability Officer at Licious.

Disclaimer: The views expressed in this article are those of the author and do not necessarily reflect the views of the Economic Times – ET Edge Insights, its management, or its members