Licious, a popular direct-to-consumer (D2C) meat and seafood brand, has acquired Bengaluru-based retailer My Chicken and More. The deal was a mix of cash and equity, and it marks a significant move in expanding Licious’s retail presence. With this acquisition, Licious aims to strengthen its omni-channel presence, combining both online and physical retail experiences for customers.
Growth in Licious Outlets
My Chicken and More currently operates 23 retail outlets across Bengaluru, with this acquisition, Licious will add these stores to its retail network, bringing its total number of physical points of sale to 26. My Chicken and More has seen rapid growth, expanding from 10 stores in 2021 to 23 stores by 2023. In the same year, the brand reported impressive revenues of Rs 110 crore and processed between 1.6 million to 1.8 million orders annually.
Good Move for Licious
This acquisition is a significant step in Licious’s plans to grow its presence in the offline retail space. Vivek Gupta and Abhay Hanjura, Co-founders of Licious, emphasized that My Chicken and More has shown excellent profitability, efficiency, and a strong customer-centric approach, which aligns perfectly with Licious’s goals. They believe that this deal will help make quality meat and seafood more accessible to consumers through both online and physical outlets.
They stated, “Acquiring My Chicken and More is a crucial step towards expanding our omni-channel presence and enhancing customer access to high-quality meat and seafood.”
My Chicken Role
The founder of My Chicken and More, S Mahesha, expressed his excitement about the partnership. He said that Licious has been a leader in the meat and seafood industry by addressing important challenges such as supply chain management, quality control, and customer education. Mahesha will join Licious’s team to help manage the newly acquired business and contribute to its ongoing growth and success.
“Licious has been a trailblazer in the industry, and we are excited to join forces with them,” Mahesha said. “Together, we will continue delivering clean, hygienic, and high-quality meat to consumers.”
Scaling Offline Presence
With this acquisition, Licious will strengthen its presence, particularly in South India, and continue to deliver its trademark quality in the meat and seafood industry. The company is committed to maintaining transparency and hygiene, ensuring the best customer experience both online and offline.
