Emami Agrotech, the food and agri-business arm of the Emami Group, has entered India’s packaged snacking market with the launch of WeMe, marking the company’s latest move to diversify beyond its traditional staples and edible oils businesses.
The company has entered the category with three products Potato Chips, Jhuri Aloo Bhaja and Choco Hazelnut Spread with production currently being outsourced. The initial launch is focused on West Bengal, with a phased national rollout planned in the coming months.
The entry comes with an ambitious investment plan. Emami Agrotech intends to invest around Rs 750 crore over the next three years to build its snacking business. Of this, around Rs 400 crore is earmarked for an integrated greenfield manufacturing facility in West Bengal, while another Rs 350 crore will go towards branding and marketing the newly launched products.
The manufacturing facility is expected to be set up over the next two years and will cater not only to the company’s snacking portfolio but also its staples business.
Aditya Vardhan Agarwal, director, Emami Group, said: “We will invest around Rs 400 crore for the plant in West Bengal. And Rs 350 crore will be spent on branding and marketing for the newly launched products. A few more categories will be added in the next few months.”
Emami Agrotech is positioning WeMe as a brand aimed at younger consumers, particularly Gen Z and millennials, and plans to build it into a Rs 1,000-crore brand over the next five to seven years.
The company estimates India’s packaged snacking market at around Rs 50,000 crore, growing at more than 8% annually, and expects the category to cross Rs 1 lakh crore by 2034. The move therefore gives Emami Agrotech an opportunity to participate in a large and expanding consumption category while building a new growth engine beyond staples.
The company entered the branded staples segment last year with products including maida, atta and suji. Its move into snacking also reflects the economics of the category, with packaged snacks offering higher margins than staples, according to the company.
For WeMe, the initial strategy is also heavily digital-led. Vidula Agarwal, director, Emami Group, who is leading the initiative, said: “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 it instantly accessible across key cities while allowing us to continuously learn from consumers, innovate faster and respond to emerging trends.”
The snacking foray comes against the backdrop of Emami’s broader efforts to diversify its portfolio and build newer consumer businesses.
In its Q1 FY27 earnings call, Emami said its strategic investment portfolio grew 61% on a like-for-like basis and accounted for 18% of its domestic business. The company said this portfolio now spans premium beauty and grooming, digital-first brands and emerging consumer platforms alongside its traditional FMCG categories.
Emami’s management has also indicated that its newer businesses are being supported through a model that combines independent operations with group-level support in areas such as content, strategy, e-commerce and distribution.
For its D2C investments, the company has said it is prioritising high gross margins while shifting brand investments towards content and media rather than relying heavily on performance marketing and discounts.
That approach could also inform how WeMe builds its presence as it moves beyond its initial West Bengal launch.
For now, WeMe’s three-product portfolio gives Emami Agrotech an entry point into multiple snacking occasions, from savoury packaged snacks to spreads. More categories are expected to be added over the next few months, while the company plans to expand the brand nationally in phases.
The company is also targeting a broader increase in scale across its business. Emami Agrotech aims to take its overall turnover beyond Rs 30,000 crore over the next five years, compared with around Rs 20,000 crore currently.
With Rs 750 crore planned for the snacking business alone, the WeMe launch represents more than a category extension. It marks Emami Agrotech’s attempt to build a sizeable new consumer business in a market where changing preferences, younger audiences and the growth of digital and quick-commerce channels are reshaping how packaged food brands reach consumers.
FAQs
- What is Emami Agrotech’s new snacking brand?
Emami Agrotech has launched WeMe, its new packaged snacking brand, with Potato Chips, Jhuri Aloo Bhaja and Choco Hazelnut Spread as its initial products. - How much is Emami Agrotech investing in its snacking business?
The company plans to invest around Rs 750 crore over three years to build its packaged snacking business. - Where will Emami Agrotech’s WeMe brand launch first?
WeMe has initially been launched in West Bengal, with a phased expansion to other markets planned. - Who is WeMe targeting?
WeMe is being positioned towards younger consumers, particularly Gen Z and millennials, with a digital-first approach to content, commerce and consumer engagement. - What products has WeMe launched?
WeMe has entered the market with Potato Chips, Jhuri Aloo Bhaja and Choco Hazelnut Spread, with the company planning to introduce additional categories in the coming months.
