Assistant Manager - Category (Mutton)

We are Licious and we are a Bengaluru based meat and seafood company founded in 2015 by Abhay Hanjura and Vivek Gupta, our founders, foodies and friends. We pride ourselves on being India’s most successful D2C food-tech brand operating in 20 cities across the country delighting over 32 lac customers with our de-licious fresh meat and seafood!

Think you have what it takes to be the magic ingredient in the recipe that is Licious? Read on…

What Makes this Role Meaty?

1) P&L Ownership & Commercial Performance

● Owning the end-to-end P&L for the Mutton category

● Improving Gross Margin % with a clear path to burn-zero, balancing growth investment

with profitability discipline.

● Building financial models, tracking category metrics closely and making data-backed

decisions on pricing, promotions and assortment.

2) Category & Market Transformation

● Leading the shift of fresh meat from an unorganised, trust-deficit category to a structured,

premium, consumer-first market

● Building consumer trust through standardisation, transparency and premiumisation; and

making affluent consumers aware of and invested in where their meat comes from.

3) Consumer & Brand Thinking

● Developing a sharp consumer lens for the category: understanding purchase drivers,

barriers & loyalty levers and translating these into category initiatives that make people

open the app.

● Partnering with the Brand team to build category narratives that highlight Licious

mutton’s uncompromising quality standards

● Driving growth through product storytelling, consumer education and category evangelism.

4) Sourcing & Backend Collaboration

● Working in close partnership with sourcing teams; spending time at farms and processing

units to deeply understand the supply chain and build strong vendor relationships.

● Bringing structure, accountability and rigour to sourcing operations that often work in

unstructured, ground-up environments.

5) Cross-Functional Stakeholder Management

● Driving alignment across Brand, Sourcing, Operations, and Tech to deliver category

outcomes.

● Being the voice of the category internally; pushing hard for resources, prioritisation and

execution with conviction.

● Setting up category review cadences, dashboards and mechanisms to track performance and

course-correct rapidly.

We hope that you..

• Bring 4-6 years of experience in category management, preferably in D2C, FMCG or food & beverage ideally with ownership of a standalone category and P&L.
• Have a strong commercial instinct; you are great with numbers, can read a P&L fluently, and make decisions with a clear eye on unit economics and business outcomes.
• Are comfortable in unstructured, ground-level environments: willing to visit wet markets, mutton vendors, and sourcing hubs to understand the category from the bottom up.
• Have strong consumer intuition: you think about what drives purchase, what builds loyalty, and what will make someone open the app more often.
• Are a confident communicator who can operate across functions: engaging credibly with Brand on campaign strategy and with Sourcing on vendor negotiations in the same week.