Emami Agrotech enters India’s snacking segment with WeMe

Emami Agrotech has officially entered India’s packaged snacking market with the launch of WeMe, a digital-first food brand under its Emami Healthy & Tasty portfolio. 

This strategic expansion marks the company’s shift beyond edible oils and kitchen staples into high-margin food categories. The company has planned an initial investment of nearly ₹750 crore to fund brand building, product development, digital capabilities, and distribution. Emami Agrotech aims to scale WeMe into a ₹1,000-crore brand over the next five to seven years.

A dedicated manufacturing facility is planned for West Bengal within the next two years, requiring an estimated capital investment of ₹400 crore. The expansion is projected to generate over 1,000 direct and 3,000 indirect employment opportunities in sales, operations, and support functions, the financial media reported.

WeMe debuts with three product categories: Choco Hazelnut Spread, including what the company says is India’s first portable chiplet format offering, Jhuri Aloo Bhaja, and potato chips available in flavors designed for evolving consumer preferences.

According to the company, India’s packaged snacking market is valued at over Rs 50,000 crore in 2025 and is expected to cross Rs 1.03 lakh crore by 2034, growing at an estimated CAGR of 8.3%. Chips currently account for nearly 42% of the category’s sales.

“WeMe, our new-age snacking brand is built on one simple belief: everything tastes better together. Innovation and differentiation are at the heart of our products. From India’s first Choco Hazelnut Spread in a Chiplet format, to Bengal’s iconic Jhuri Aloo Bhaja, now available in a ready-to-eat pack for the first time, and bold desi Potato Chips in exciting flavors crafted for today’s youth – every product has been curated to offer consumers something meaningfully different. WeMe is all about sharing food and creating moments of happiness – We Khush toh Me Khush! The Launch of WeMe snacking range was led by our Emami Group Directors Aditya V Agarwal Manish Goenka and Vidula Agarwal,” the company stated in a LinkedIn post.

Aditya Vardhan Agarwal, director, Emami Group, said, “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 Rs 750 crore, we aim to build WeMe into a Rs 1,000 crore brand over the next five to seven 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, added, “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.”

WeMe has been introduced as a digital first brand that will leverage creator led content, social media and quick commerce platforms to reach consumers. The initial rollout will be through quick commerce channels across Kolkata, Delhi NCR, Mumbai, Bengaluru and Ahmedabad, while the brand will also begin expanding through general trade, starting with Kolkata.

Commenting on the strategy, Vidula Agarwal, director, Emami Group, said, “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.”