The Indian meat consumption market is rich in cultural practices where the propensity of consumers is dominated by local butchers and traditional markets. Licious, the direct-to-consumer (D2C) online meat platform, is known to garner attention by the focus of convenience, hygiene, and quality. However, penetration in the market remains relatively limited due to resistance from the consumer side about the pre-packaged meat item, price sensitivity issues, personalization, and deep trust established between the buyers and the local vendors. Licious’s success stories, however, continue to gain more in urban regions, where there are few concerns for growth into smaller towns. To bridge the gap, Licious could adapt by improving customization, educating consumers, and leveraging technology for transparency.