Case Study: Licious achieves seamless web-to-app conversions and scaled growth with Branch

How Licious’s Strategic Partnership With Branch Enabled Them To Further Disrupt The Indian Animal Protein Industry

Licious is a Bengaluru-based, tech-first D2C fresh meat and seafood brand that set out in 2015 to professionalize a highly unorganized Indian animal-protein market by delivering fresh, never-frozen products with strict safety checks and a farm-to-fork model. As Licious scaled rapidly—serving 2M+ customers with a 90% repeat purchase rate—it faced the challenge of converting mobile web traffic to app users, preserving seamless cross-platform experiences, and accurately attributing installs and purchases across many marketing partners amid evolving privacy constraints.

To solve this, Licious partnered with Branch to implement deep linking, Journeys web-to-app banners, Universal Ads attribution, and cross-channel links for email, SMS, WhatsApp and referrals. These tools preserved click context through deferred deep links, improved ROAS measurement across 50+ partners, and converted low-cost web traffic into engaged app users. The result was better campaign optimization, higher in-app conversions and installs, and measurable support for Licious’s rapid growth and retention metrics.

Licious

Prathamesh Prakash Dembla

Head of Growth