Temasek-backed Indian D2C startup launches alt protein brand

Licious, a direct-to-consumer F&B startup based in India, has rolled out an alternative protein brand called UnCrave.

According to the startup, UnCrave is India’s first D2C plant-based meat brand.

Licious co-founders Abhay Hanjura (right) and Vivek Gupta / Photo credit: Licious

One of its offerings is seekh kebabs, which are high in protein and free of artificial preservatives.

The UnCrave brand will be available in Delhi NCR, Mumbai, and Bengaluru. It can be availed through the Licious app, marketplaces, and Licious stores.

The Temasek-backed firm says that it fulfills more than 2 million orders each month and it sees an over 90% repeat consumption rate across different markets in India.

“We have invested in over 20 months of research and development, in-house, to develop a range of products that closely resembles the taste and texture of meat in a never-before experienced way,” said Abhay Hanjura and Vivek Gupta, co-founders of Licious, in a statement.

Last year, Licious entered the unicorn club after raising US$52 million in a round led by IIFL AMC’s late-stage tech fund.

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