Dhawan’s appointment brings a widely recognised personality to the brand as it looks to communicate its offerings with greater warmth and impact. His widespread appeal, high energy and approachable public persona align with Licious’ brand identity and its focus on making great food an enjoyable part of everyday life.
His ability to connect with audiences is expected to help Licious expand its reach, strengthen brand recall and increase its visibility in everyday consumer conversations. The company sees the association between Dhawan’s personality and its brand identity as an important step towards building a long-term connection with consumers.
Commenting on the association, Varun Dhawan, Actor and Face of the Brand Licious, said, “What excites me about Licious is the scale of its ambition and the conviction behind it. Building a food brand means asking people to trust you with something they choose for themselves and their families. That is a big responsibility. I believe in Licious’ vision of growing that trust while holding itself to high standards, and I am excited to help take that ambition to a wider audience.”
Licious co-founders Abhay Hanjura and Vivek Gupta said, “There are some people you meet and instantly feel a connection with, and Varun was exactly that for us. From our very first interaction, there was a warmth, an energy, and a sense of familiarity that made us feel like we had known him for years. What makes this association special is that it goes beyond his incredible popularity and the love people have for him. It’s about who he is as a person, his authenticity, his infectious energy, and the joy he brings to everything he does. At Licious, we have always believed that great food is about bringing people together and creating moments of happiness, and Varun embodies that spirit beautifully. We couldn’t be happier to welcome him into the Licious family, and we genuinely look forward to creating something very special together.”
Dhawan’s association as the brand ambassador comes as Licious continues to expand its footprint and strengthen its relevance among Indian households. The partnership is expected to help the brand connect with newer audiences while building on its efforts to make purchasing and enjoying meat and seafood an easier and more dependable everyday experience.
Licious is India’s first D2C unicorn, established with a vision to bring trust, honesty and joy to the meat and seafood category. The company operates India's only fully integrated 0-4°C cold chain and follows backward integration through bio-secure poultry farms, alongside rigorous controls across freshwater fish and seafood. These operations have enabled the brand to establish benchmarks for safety, freshness and quality.
The company continues to focus on elevating everyday meals while building an ecosystem involving farmers, meat technicians, supply partners and delivery heroes. Trusted by 5 million consumers, Licious offers more than 450 SKUs across fresh meat and seafood, as well as heat-and-eat categories.
With five state-of-the-art processing centres, the brand serves India's top metros through its digital presence, supported by more than 60 retail stores and growing quick commerce partnerships. These include Flash, Licious' own 30-minute delivery promise across major urban clusters.
The appointment of Varun Dhawan coincides with the company's expansion across product categories and consumer touchpoints, with the Sizzl portfolio and the new brand association forming part of its efforts to strengthen its presence in India's everyday food market.
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