Emami Agrotech Limited (EAL), the branded foods business of the Rs. 30,000 crore Emami Group, has entered India’s rapidly growing 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 strategic expansion of EAL’s foods business beyond edible oils and pantry staples under its Emami Healthy & Tasty portfolio, creating a dedicated platform focused on innovation-led snacking.
India’s snacking market is undergoing a structural shift, particularly among Gen Z and Millennial consumers, who are increasingly seeking convenience, indulgence, quality and authenticity alongside taste and affordability. All-day snacking across work, travel, entertainment and social occasions is gaining momentum, while the rapid growth of quick commerce is accelerating product discovery and expanding access to new brands.
Built around the philosophy “Togetherness Always Tastes Better,” WeMe launches with three product categories: Choco Hazelnut Spread, including what the company describes as India’s first portable chiplet-format offering; Jhuri Aloo Bhaja, bringing a popular Eastern Indian favourite into the organised packaged foods segment; and Potato Chips, available in flavours tailored to evolving consumer preferences.
Mr. Aditya Vardhan Agarwal, Director, Emami Group, said WeMe marks the company’s strategic entry into one of India’s most promising food categories following the development of its Healthy & Tasty portfolio. Emami Agrotech plans to invest nearly Rs. 750 crore in the brand and aims to build WeMe into a Rs. 1,000 crore brand within five to seven years. The initiative is also expected to generate more than 1,000 direct and nearly 3,000 indirect employment opportunities in sales and other support services.
Mr. Manish Goenka, Director, Emami Group, said WeMe reflects the company’s confidence in the long-term growth of India’s snacking market, where consumers are increasingly seeking products that combine taste, convenience and innovation. He added that WeMe is intended to become a long-term growth platform for Emami’s foods business, with a broader pipeline of products planned across multiple snacking categories.
Designed as a digital-first brand, WeMe will leverage creator-led content, social media and quick commerce to engage younger consumers. The brand will initially be available through quick-commerce channels in major cities including Kolkata, Delhi NCR, Mumbai, Bengaluru and Ahmedabad, while its general trade expansion will begin from Kolkata before moving into other markets. Ms. Vidula Agarwal, Director, Emami Group, said the brand has been designed around the way younger consumers discover products through conversations, creators and communities, bringing content, commerce and consumer engagement together while enabling the company to learn from consumers and respond rapidly to emerging trends.
Emami Agrotech expects WeMe to generate approximately Rs. 1,000 crore in revenue over the next five to seven years, supported by investments in product innovation, brand building, digital capabilities and distribution. The company views WeMe as its next major growth engine in foods, combining its manufacturing strength, consumer understanding and digital agility to participate in India’s evolving packaged snacking market.
