Emami Agrotech Enters India Packaged Snacking Market With WeMe

Emami Agrotech Limited (EAL), the branded foods business of the INR 300 billion (USD 3.13 billion) Emami Group has announced its strategic entry into India's rapidly expanding packaged snacking market with the launch of WeMe, a digital-first snacking brand designed for the evolving lifestyles and consumption habits of modern Indian consumers.

The launch marks a significant step in Emami Agrotech's strategy to diversify beyond edible oils and pantry staples under its Emami Healthy & Tasty portfolio, creating a dedicated platform focused on innovation-led snacking.

India's snacking landscape is undergoing a structural transformation. While taste and affordability continue to remain fundamental, today's consumers, particularly Gen Z and Millennials, are redefining snacking through the lenses of convenience, indulgence, quality and authenticity. These younger consumer cohorts are increasingly embracing all-day snacking across work, travel, entertainment and social occasions, while quick commerce is accelerating product discovery and expanding nationwide access.
 

Capitalising on India's Growing Snacking Opportunity

Introducing WeMe: A New-Age Snacking Platform

Built around the philosophy "Togetherness Always Tastes Better," WeMe launches with three product categories:

• Choco Hazelnut Spread, including India's first portable chiplet-format offering.
• Jhuri Aloo Bhaja, bringing a popular Eastern Indian favourite into the organised packaged foods segment.
• Potato Chips in flavours tailored to evolving consumer tastes.

Aditya Vardhan Agarwal, Director, Emami Group:

"At Emami Agrotech, we have always believed food is about more than satisfying hunger—it is about earning consumer trust through quality, relevance and innovation. Having built a strong foods portfolio under Healthy & Tasty, WeMe marks our strategic entry into one of India's most exciting food categories."

"Backed by a planned investment of nearly INR 7.5 billion (USD 78.3 million), we aim to build WeMe into an INR 10 billion (USD 104.4 million) brand over the next 5-7 years while generating over 1,000 direct and nearly 3,000 indirect employment opportunities in sales and other support services. This is an important milestone in our vision of building Emami Agrotech into a comprehensive food company."

Manish Goenka, Director, Emami Group:

"As consumers increasingly seek products that combine taste, convenience and innovation, WeMe reflects our confidence in the long-term growth of India's snacking market. Backed by our trusted food credentials and deep understanding of Indian consumers, we see WeMe as a long-term growth platform of our foods business with a broader pipeline of more products planned across multiple snacking categories in its innovation journey."

Digital-first rollout across major Indian cities

WeMe has been conceived as a digital-first brand, leveraging creator-led content, social media and quick commerce to engage younger consumers. As part of its digital-first rollout, WeMe will be introduced across quick-commerce channels, enabling immediate access for consumers across the nation in major cities like Kolkata, Delhi NCR, Mumbai, Bengaluru and Ahmedabad. While quick commerce will spearhead the initial rollout, WeMe will simultaneously begin its general trade expansion from Kolkata before progressively entering other markets. 

Vidula Agarwal, Director, Emami Group:

"The new generation doesn't simply buy products—they discover them through conversations, creators and communities. That's why WeMe has been built as a digital-first brand where content, commerce and consumer engagement come together seamlessly. This distribution strategy will enable us to make WeMe instantly accessible across key cities while allowing us to continuously learn from consumers, innovate faster and respond to emerging trends. We want WeMe to become much more than a snacking brand—we want it to become part of the everyday moments that bring people together."

The Road Ahead

Emami Agrotech expects WeMe to generate approximately INR 10 billion (USD 104.4 million) in revenue within the next 5-7 years, supported by continued investments in product innovation, brand building, digital capabilities and distribution. The Company sees WeMe as its next major growth engine in foods, combining manufacturing strength, consumer insight and digital agility to participate in India's evolving snacking landscape.