~Extends its ‘organising the unorganised’ playbook into a mass comfort-food format~
Bangalore, Mar 26: Licious, India’s most loved, D2C meat and seafood brand, announced the launch of Momos, marking its entry into India’s momos category – a ~₹30,000 crore market where 90%+ of consumption remains unorganised. With Licious Momos, the company is entering the category with a clear strategic intent: to raise quality and standardisation in a market that has scaled faster than its safeguards.
This launch builds on a playbook Licious has already proven in the meat and seafood category, historically dominated by informal supply chains and inconsistent benchmarks. Licious organised the experience by solving complex fundamentals end-to-end: hygiene-led processing, quality control, cold-chain discipline, and consistency at scale. With Licious Momos, the company aims to replicate the same approach for a mainstream comfort-food category that now demands stronger accountability.
Momos are among the fastest-growing snack-meal formats in urban India because they fit modern lifestyles: familiar, flavour-forward, and convenient, with room to innovate across fillings, formats, and cooking styles. They also align with a growing snacking culture where consumers increasingly replace traditional meals with convenient, protein-rich options. But in a largely unorganised supply ecosystem, uncertainty around meat sourcing, freshness, and hygiene has created a quiet trust deficit, leaving consumers second-guessing what’s inside.
Tavleen Bhatia, Business Head – Value Added Category, Licious, added, “Momos are one of the most loved food formats in the country, but the category has not always been matched by equally strong quality standards, especially in meat. At Licious, we saw an opportunity to change that. We wanted to build a product for Momo lovers that delivers bold taste, premium quality, and complete trust in every bite. Made with premium cuts of juicy chicken and wrapped in a thin outer layer, Licious Momos are designed to let the filling’s quality shine through. With no MSG, no soya fillers, and no palm oil, they reflect our commitment to bringing cleaner, better, and more dependable choices to a category people already love.”
The range debuts with four variants – Loaded Chicken, Korean Chicken, Cheesy Chicken, and Chunky Prawn and is built around four simple promises: – Meaty: more meat, thinner casing, directly addressing the chewy dough problem – Pure: no scraps, no fillers, clear assurance on ingredient integrity – Juicy: built on Licious’ credibility as a chicken expert, delivering a more satisfying bite – Clean: no added preservatives, no MSG, raising the baseline trust consumers should expect
Licious Momos are now available in Bangalore, NCR, Mumbai, Hyderabad, Kolkata, Chennai, Pune, and Chandigarh on the Licious app and website in pack sizes of 8 and 20 pieces, making it easy for consumers to pick the right format for everyday cravings or larger hosting moments. They will also be available at Licious stores in Bangalore and Mumbai.
