Licious launches D2C plant-based meat brand, eyes pole position within a yr

The plant-based meat market in India is likely to touch $500 million in three years, according to analysts.

Licious, the meat startup valued at $1.47 billion, said it has entered the alternative protein sector with the launch of a direct-to-consumer (D2C) plant-based meat brand.

The launch of the brand called ‘UnCrave’ aligns with the company’s strategy of portfolio diversification. Licious said it aims to emerge as a market leader within the first year of launch itself and create relevance for the larger set of meat-eating consumers.

Developed from plant-based proteins the offering currently consists of vegetarian chicken and mutton seekh kebabs. Licious said these are rich in protein and free of all artificial preservatives and trans fat. In