Licious has appointed actor Varun Dhawan as its brand ambassador, announcing the association at the launch of Sizzl, its new portfolio of heat-and-eat snacks and meals. The move marks a fresh chapter for the meat and seafood brand as it widens its range and looks to strengthen its presence in Indian households.

Through the partnership, Licious aims to deepen its connect with consumers and expand the visibility of its offerings. The company said Dhawan’s popularity and public appeal align with its focus on making meat and seafood a part of everyday meals. Sizzl also marks the brand’s entry into the heat-and-eat segment.

Dhawan said he is excited by the scale of Licious’s ambition and the conviction behind it. Building a food brand, he noted, means asking people to trust you with something they choose for themselves and their families, which is a big responsibility. He said he believes in the brand’s vision of growing that trust while holding itself to high standards, and is keen to take that ambition to a wider audience.

Abhay Hanjura and Vivek Gupta, co-founders, Licious, said the association is rooted in Dhawan’s personality and his connect with audiences. They added that the partnership reflects the brand’s belief in food as a way of bringing people together, a thought central to Licious’s push to make meat and seafood a part of everyday meals across Indian households.