Emami Agrotech has entered India’s packaged snacking market with WeMe, a digital-first brand aimed at younger consumers and evolving snacking habits.
The launch marks the company’s expansion beyond edible oils and pantry staples under its Emami Healthy & Tasty portfolio, with WeMe positioned as a platform focused on innovation-led snacking.
WeMe launches with three categories: Choco Hazelnut Spread, including a portable chiplet-format offering; Jhuri Aloo Bhaja; and potato chips in multiple flavours. The brand is built around the proposition ‘Togetherness Always Tastes Better’.
The company plans to drive the initial rollout through quick-commerce platforms in Kolkata, Delhi NCR, Mumbai, Bengaluru and Ahmedabad, supported by creator-led content and social media. General trade expansion will begin in Kolkata before extending to other markets.
Speaking on the launch, 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 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 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."
"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," said Vidula Agarwal, Director, Emami Group.
Emami Agrotech expects WeMe to generate around Rs 1,000 crore in revenue within the next five to seven years, supported by investments in product innovation, brand building, digital capabilities and distribution.
The company said the launch comes as India’s snacking market evolves towards more frequent consumption occasions, with younger consumers placing greater emphasis on convenience, indulgence, quality and authentic flavours.
