In a strategic move to boost its offline presence, direct-to-consumer (D2C) meat and seafood brand Licious has acquired Bengaluru-based retailer ‘My Chicken and More’, which operates 23 stores across the city. This acquisition marks a significant step for Licious as it strengthens its foothold in South India’s retail market.

“The acquisition will enable us to rapidly scale our offline presence in South India,” said Licious Co-Founder Vivek Gupta, highlighting the company’s ambitious plans to build a broader omnichannel network. The deal, structured as a cash and equity transaction, will bring the total number of Licious stores in Bengaluru to 26. Previously, the brand operated three stores in the city, all while focusing on its successful online business model.

While Licious is yet to disclose the financial details, industry reports suggest the transaction is valued at approximately ₹200 crore. Co-founders Gupta and Abhay Hanjura emphasized the strength of ‘My Chicken and More’, noting its efficiency in revenue generation, profitability, and supply chain management. These factors made the acquisition an attractive proposition for Licious as it looks to deepen its offline engagement.

Founded in 2007, ‘My Chicken and More’ has grown into a well-regarded regional player. Between 2021 and 2023, the brand expanded its retail footprint from 10 to 23 stores, generating revenues of approximately ₹110 crore in 2023. The retailer processes 1.6 million to 1.8 million orders annually, with some locations seeing monthly footfalls of up to 12,000 customers. The company’s founder, S. Mahesha, expressed excitement over the partnership, stating, “Partnering with Licious is not just about growth for us, it’s about aligning with a shared vision of providing consumers with high-quality and hygienic meat.”

For Licious, which is owned by Delightful Gourmet, the acquisition aligns with its broader strategy of building an omnichannel presence. The company’s online platform already serves 4 million households, with 1.2 million consumers ordering monthly via the Licious app. Its flagship loyalty program, Infiniti, has garnered 2 lakh weekly active subscribers, contributing 58% to the monthly business. Licious operates from five processing centres and serves 20 cities through a network of 100 delivery centres.

Looking ahead, Licious is aiming to dramatically expand its physical retail presence. The company plans to open 500 offline stores across key markets over the next few years, positioning itself as a dominant player in both digital and physical retail in India’s burgeoning meat and seafood sector.