Covid-19 pandemic and subsequent lockdowns have accelerated the adoption and dependency of eCommerce in India, particularly in the grocery sector. As a large part of the population chose to stay in the safety of their homes, eCommerce players emerged as the lifelines by ensuring a continuous supply of essentials, right up to our doorsteps. As the country’s leading fresh meat and seafood brand, Licious further strengthened its position as a trusted food brand, according to the press release. In addition, this is evident from the 3X growth in demand across markets. However, this time around the brand not only fulfilled the usual parameters of being the safest, high-quality product but went a step further to emerge as the ‘Most Empathetic’ eGrocery platform during the pandemic as per RedSeer Consulting’s Covid Impact Leadership Index (CILI) research.
According to the leading research firm’s analysis conducted on a sample size of 7000+ consumers across India during May-June 2020, Licious bagged the top ranking for excellence in driving high customer satisfaction. Despite the prevailing socio-economic challenges, the Bengaluru-based brand showed the highest levels of service empathy, health empathy, and social empathy to its customers.
Commenting on the recognition, Abhay Hanjura and Vivek Gupta, founders, Licious, said, “The CILI rating is an encouraging validation of our efforts to build India’s most loved meat and seafood brand. Building a brand is the labor of love! While an augmented growth data is certainly a must-have, it is not the only aim that we pursue. Once the new normal took over our lives, our singular aim was to ensure that our consumers are not deprived of the simple pleasure of a hearty, home-cooked, great quality and safe meal. Food has emerged as the great unifier during this time and Licious took upon themselves the onus of having the favorite cuts of meat and seafood home-delivered to everyone who asked for it. We weathered several supply chain and logistical challenges but did not let that be a hindrance. After all, a brand is only as good as the last consumer feedback- this research report tells us that we are on the right path.”
Currently, Licious is present in Bengaluru, Hyderabad, Delhi-NCR, Chandigarh, Mumbai, Pune, and Chennai. The company plans to establish a national presence as India’s first omni-channel brand to revolutionize the way Indians buy and consume meat.
Highlights of the report
· The CILI research found that Licious ranked as one of the leaders in service empathy, due to its strong performance across various experience parameters, such as UI/ UX, availability of products, delivery time and customer support. The company’s average rating was 4+ on a scale of 5.
· In terms of social empathy – an indicator of how much socially relevant or charitable, the platform was during these uncertain times – Licious had a massive lead over all other players. Its index score was more than 2x of the second-best player. This was fueled by considerate initiatives, such as health insurance for the partner ecosystem for its delivery executives and ensuring uninterrupted service during Covid lockdown, leading to a positive perception in customer minds.
· Licious also saw a ~1.3x jump in Net Promoter Score (NPS) during Covid vs pre-Covid owing to a highly satisfied consumer base, which further contributed to its strong rating.