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Licious forays into spice category with Meat Masalas

With the introduction of its new line of Meat Masalas, Licious, India’s most popular all-things-meat brand, announced its entry into the spice market. With this most recent category growth, the brand has released eight traditional masalas that have been masterfully developed for consumers, giving meat lovers a great fit for their preferred meat recipes.

The company Licious has just introduced a line of masalas that are not only an exact match for meats but would also improve the cooking experience for consumers. This introduction is the result of significant research and development.

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.

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.

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 consumers’ meat-eating preferences and subsequent needs, we have been able to achieve a superior and 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 Rs 300 crore over the next 5 years .

At present, the products are available in Delhi NCR, Bangalore, Mumbai, Pune, and Hyderabad through the Licious app and other e-commerce platforms. The new range of Masalas is 100 percent vegetarian and is available in single-use sachets to help retain freshness and provide ease of usage. Starting from Rs 49, the entire range is available on the Licious app and website.

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