Licious looks to do an Amul, to build Rs 25-bn online meat biz over 5 yrs

The company, which serves over 200,000 customers, is adding 15,000 consumers month-on-month and is fulfilling about 5,000 orders per day

About 70 years ago in a district in Gujarat, milk farmers went on a strike to protest against middlemen, angered by manipulative practices of the trade. Hence, the government intervened and a white revolution came into being, transforming the milk industry forever. Amul was born, and it became the most successful brand of milk-based products in India.

Two entrepreneurs in Bengaluru are nurturing the same dream for the fragmented $35-billion meat industry in India. They are looking to create a brand in the unbranded meat market.

“When you buy an Amul butter packet, you don’t check what’s inside because you trust the