Announcement
Licious, India’s leading meat and seafood brand, unveiled Bollywood actor Varun Dhawan as the face of its newly launched Sizzl portfolio, a range of heat‑and‑eat snacks and meals. The announcement was made at the launch event of Sizzl in Mumbai.
Brand Ambassador Details
Varun Dhawan expressed enthusiasm for the partnership, stating that he is excited by Licious’s scale of ambition and its commitment to high standards, and that he looks forward to helping the brand reach a wider audience. Co‑founders Abhay Hanjura and Vivek Gupta highlighted the personal connection they felt with Dhawan, describing his authenticity, energy and joy as aligning with Licious’s vision of bringing people together through great food.
Company Overview and Capabilities
Licious is described as India’s first D2C unicorn, built on a fully integrated 0‑4°C cold chain and backward‑integrated bio‑secure poultry farms, with rigorous controls across freshwater fish and seafood. The brand claims to have set new benchmarks for safety, freshness and quality. It serves approximately 5 million consumers and offers a portfolio of more than 450 SKUs spanning fresh meat, seafood and the new heat‑and‑eat categories. Licious operates five state‑of‑the‑art processing centres, supports a digital presence across major metros, and runs over 60 retail stores. Its quick‑commerce arm, Flash, promises a 30‑minute delivery window in major urban clusters.
Strategic Intent
The appointment of Varun Dhawan is intended to bring a recognizable personality to help Licious communicate its offering with greater warmth and impact, broaden its reach, strengthen brand recall and embed the brand more visibly in everyday consumer conversations.