Emami Agrotech launches WeMe

Emami Agrotech Limited (EAL), the food business of the Rs. 30,000 crore Emami Group, has announced its strategic entry into India's fast-growing packaged snacking segment with the launch of WeMe, a new digital-first snacking brand developed to meet the evolving preferences of today's consumers. The launch marks a significant milestone in the company's long-term growth strategy as it expands beyond edible oils and pantry staples under its Emami Healthy & Tasty portfolio into the high-potential snacking category.

Designed around the philosophy "Togetherness Always Tastes Better," WeMe aims to redefine everyday snacking by offering products that combine taste, convenience, quality, and innovation for modern Indian consumers. The new brand reflects Emami Agrotech's vision of building a diversified foods business while addressing changing consumption patterns driven by Gen Z and Millennial consumers.

Expanding Presence in a High-Growth Market

India's packaged snacking market has witnessed robust growth in recent years, fuelled by rising urbanization, changing lifestyles, increasing disposable incomes, and the rapid expansion of quick commerce platforms. Consumers today are increasingly looking for products that deliver convenience without compromising on taste or quality, while also seeking innovative formats that suit their on-the-go lifestyles.

Recognizing these evolving trends, Emami Agrotech has introduced WeMe as a dedicated innovation-led snacking platform that will cater to multiple consumption occasions, including work, travel, entertainment, and social gatherings. The company believes the growing popularity of digital commerce and creator-driven product discovery presents a significant opportunity to build a new-age consumer brand with nationwide reach.

Innovative Product Portfolio

WeMe makes its market debut with a curated portfolio spanning three product categories. The range includes Choco Hazelnut Spread, featuring India's first portable chiplet-format offering, Jhuri Aloo Bhaja, which brings one of Eastern India's most loved traditional snacks into the organized packaged foods segment, and a range of potato chips available in flavours designed to appeal to evolving consumer tastes.

The initial portfolio has been developed with a strong focus on convenience, quality, and product innovation while preserving familiar flavours that resonate with Indian consumers.

Strategic Investment to Drive Growth

Speaking on the launch, Aditya Vardhan Agarwal, Director, Emami Group, said the company has consistently focused on building consumer trust through quality, innovation, and relevance. He noted that while the company has established a strong foods portfolio under the Healthy & Tasty brand, the launch of WeMe represents a strategic expansion into one of India's fastest-growing food categories.

He further announced that the company plans to invest nearly Rs. 750 crore in building the brand over the coming years, with the objective of transforming WeMe into a Rs. 1,000 crore brand within the next five to seven years. The investment is also expected to generate more than 1,000 direct and nearly 3,000 indirect employment opportunities across sales and support functions, reinforcing Emami Agrotech's broader vision of becoming a comprehensive food company.

Building a Long-Term Snacking Platform

Commenting on the launch, Manish Goenka, Director, Emami Group, said consumer demand is increasingly shifting towards products that combine taste, convenience, and innovation. He added that WeMe reflects the company's confidence in the long-term potential of India's snacking market and will serve as an important growth platform for its foods business.

According to the company, WeMe will continue expanding its portfolio through a strong innovation pipeline, with additional products planned across multiple snacking categories to cater to changing consumer preferences.

Digital-First Strategy with Nationwide Reach

WeMe has been conceptualized as a digital-first brand, leveraging social media, creator-led engagement, and quick commerce platforms to connect with younger consumers. The company plans to launch the brand across leading quick-commerce channels, ensuring immediate availability in major markets including Kolkata, Delhi NCR, Mumbai, Bengaluru, and Ahmedabad.

While quick commerce will lead the initial rollout, the company also plans to expand through the general trade channel, beginning with Kolkata before gradually extending distribution to other cities across the country. This omnichannel approach is expected to help the company accelerate consumer adoption while gathering real-time market insights to support future product innovation.

Consumer Engagement at the Core

Highlighting the brand's consumer-centric strategy, Vidula Agarwal, Director, Emami Group, said today's consumers increasingly discover brands through digital conversations, creators, and online communities rather than traditional advertising alone. She noted that WeMe has therefore been developed as a digital-first brand where content, commerce, and consumer engagement work together to create meaningful experiences.

She added that the company's distribution strategy will allow WeMe to become instantly accessible across key urban markets while enabling continuous consumer feedback, faster innovation, and greater responsiveness to emerging trends. The broader objective, she said, is to position WeMe not merely as a snacking brand but as a part of consumers' everyday moments of togetherness.

Future Growth Outlook

Emami Agrotech expects WeMe to emerge as its next major growth engine within the foods business. Backed by substantial investments in product development, digital capabilities, manufacturing, brand building, and distribution, the company aims to achieve approximately Rs. 1,000 crore in revenue over the next five to seven years.

With its combination of consumer insights, manufacturing expertise, innovation-led product development, and a digital-first market strategy, WeMe represents Emami Agrotech's latest initiative to strengthen its presence in India's evolving packaged foods industry. The company believes the new brand is well-positioned to capitalize on the country's rapidly expanding snacking market while creating long-term value for consumers, retail partners, and stakeholders alike.