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Emami Agrotech enters packaged snacking market with WeMe
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Tuesday, 11 August, 2026, 14 : 00 PM [IST]
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Our Bureau, Mumbai
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Emami Agrotech Ltd (EAL), the branded foods arm of the Rs 30,000-crore Emami Group, has announced its entry into India’s growing packaged snacking market with the launch of WeMe, a digital-first brand aimed at catering to the evolving lifestyles and consumption preferences of modern Indian consumers. The launch marks a strategic expansion of EAL beyond edible oils and pantry staples under its Emami Healthy & Tasty portfolio. With WeMe, the company plans to establish a dedicated platform focused on innovation-led snacking and emerging consumer trends.
WeMe has been launched with the brand philosophy, “Togetherness Always Tastes Better,” and currently offers products across three categories: Choco Hazelnut Spread, including a portable chiplet-format offering; Jhuri Aloo Bhaja, an Eastern Indian snack being brought into the organised packaged foods segment; and potato chips in flavours developed to cater to changing consumer preferences.
Commenting on the launch, Aditya Vardhan Agarwal, Director, Emami Group, said the company aims to leverage its experience in the foods segment to build WeMe into a major snacking brand. Emami Agrotech plans to invest nearly Rs 750 crore in the business over the coming years, with an ambition to build WeMe into a Rs 1,000-crore brand within five to seven years. The company also expects the new venture to create more than 1,000 direct employment opportunities and nearly 3,000 indirect jobs across sales and support services.
According to Manish Goenka, Director, Emami Group, changing consumer preferences around taste, convenience and innovation are creating long-term opportunities in the Indian snacking market. He said WeMe would serve as a growth platform for the company’s foods business, with additional products planned across multiple snacking categories.
WeMe is being positioned as a digital-first brand, with creator-led content, social media and quick-commerce platforms forming the core of its initial consumer engagement and distribution strategy.
The brand will be rolled out through quick-commerce channels across major cities including Kolkata, Delhi NCR, Mumbai, Bengaluru and Ahmedabad. While quick commerce will drive the initial launch, the company will also begin expanding WeMe through general trade, starting with Kolkata and subsequently entering other markets.
Vidula Agarwal, Director, Emami Group, said younger consumers increasingly discover products through creators, conversations and online communities. She added that WeMe’s digital-first approach is intended to bring content, commerce and consumer engagement together while enabling the company to respond faster to consumer feedback and emerging trends.
Emami Agrotech expects WeMe to generate approximately Rs 1,000 crore in revenue within the next five to seven years. The company plans to support the brand’s growth through investments in product innovation, brand building, digital capabilities and distribution.
The company sees WeMe as a potential growth engine for its foods business as India’s snacking habits continue to evolve. India’s snacking market is witnessing changes in consumption patterns, particularly among Gen Z and Millennial consumers. Snacking is increasingly becoming an all-day consumption occasion across work, travel, entertainment and social settings.
Taste and affordability continue to remain key purchase drivers, while consumers are also showing greater interest in convenience, authenticity, regional flavours, premium experiences and product quality. At the same time, the rapid expansion of quick-commerce platforms is enabling faster product discovery and trial, giving emerging brands greater access to consumers across major markets.
With its combination of packaged snacks, digital-led consumer engagement and quick-commerce distribution, WeMe marks Emami Agrotech’s latest move to strengthen its presence in India’s evolving foods and snacking sector.
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