Emami Agrotech Targets India’s Snack Aisle with New Digital-First Brand WeMe
CE DESK 
Emami Agrotech, the branded foods arm of the Emami Group, has entered India’s competitive packaged snacks market with the launch of WeMe, a digital-first brand aimed at younger consumers and evolving snacking preferences. The move expands the company’s food portfolio beyond edible oils, staples, and spices sold under the Emami Healthy & Tasty umbrella.
The new brand has entered the market with three product categories: choco hazelnut spread, Jhuri Aloo Bhaja, and potato chips. Its choco hazelnut range includes a portable chiplet-format product, which the company describes as an innovative offering designed for convenient consumption with bread, rotis, pancakes, fruits, and other foods.
Jhuri Aloo Bhaja brings a popular eastern Indian snack into the organised packaged foods market, while the potato chips range is available in flavours developed for changing consumer tastes. The products are being introduced in accessible price points, including ₹10 packs, to support trial and everyday consumption.
Emami Agrotech plans to invest nearly ₹750 crore in building WeMe over the coming years. The company aims to develop the brand into a business worth ₹1,000 crore within the next five to seven years, supported by investments in manufacturing, marketing, distribution, product innovation, and digital capabilities.
The initial rollout is being led by quick-commerce platforms in Kolkata, Delhi NCR, Mumbai, Bengaluru, and Ahmedabad. General trade expansion will begin in Kolkata before the brand gradually moves into additional markets. WeMe will use social media, creator-led content, and consumer feedback to build engagement and refine its product pipeline.
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, said “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.”
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.”
The company has also outlined plans for a greenfield food manufacturing facility in West Bengal, involving an investment of approximately ₹400 crore. As the business expands, the venture is expected to create more than 1,000 direct jobs and nearly 3,000 indirect employment opportunities across sales, distribution, manufacturing, and support functions.
