Why was Licious the choice only for big-occasion moments?

Licious built the fresh meat delivery category. Awareness sat at 60%, product reviews were strong, and their quality was superior. But consideration had stalled, and a large share of customers were buying only once every 60 days. People liked the products, but ordering from Licious was not becoming a default habit.

Our team went and met 30+ people in meat-eating households across regions & backgrounds across the country.

Light users only turned to Licious when they knew a big occasion was coming: something worth planning a full cart for (orders over ₹400-500). Without that trigger, the grocery app won on speed and convenience. Weekday routines narrowed things further; between office schedules, school runs, and fasting days, meat didn't make it into most weekday meals. The window of relevance was narrow.

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The one recurring meat-eating occasion that surfaced was Sunday lunch. Family at home, nowhere to be, everyone at the table. Multiple dishes were made, often multiple kinds of meat too. But most households only thought about the menu on Sunday morning, which was too late for Licious' next-day delivery model. The real opportunity wasn't a better product message. It was getting into the consideration set a day earlier.