Emami Agrotech Limited (EAL), the branded foods arm of Emami Group, has entered India’s fast-growing packaged snacking market with the launch of WeMe, a digital-first brand tailored to the evolving tastes and on-the-go lifestyles of today’s consumers.
The launch marks a strategic expansion of Emami Agrotech’s food portfolio beyond edible oils and pantry staples under its Emami Healthy & Tasty umbrella. With WeMe, the company is creating a dedicated snacking platform focused on innovation, premium offerings, and digital-first consumer engagement as it strengthens its presence in the broader FMCG landscape.
India’s snacking market is undergoing a significant transformation, driven by shifting consumer preferences and changing lifestyles. While taste and affordability remain essential, today’s consumers—particularly Gen Z and Millennials—are increasingly seeking snacks that combine convenience, indulgence, quality, and authenticity. These younger cohorts are embracing all-day snacking across work, travel, entertainment, and social occasions, while the rapid growth of quick commerce is accelerating product discovery and making a wider range of snack brands accessible to consumers across the country.
Built around the philosophy “Togetherness Always Tastes Better,” WeMe enters the market with a portfolio across three categories—Choco Hazelnut Spread, featuring India’s first portable chiplet-format offering; Jhuri Aloo Bhaja, bringing the popular Eastern Indian snack into the organised packaged foods segment; and Potato Chips, available in flavours tailored to evolving consumer tastes.
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’s 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 fastest-growing 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 creating more than 1,000 direct and nearly 3,000 indirect jobs. This marks an important milestone in our vision of transforming 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 potential of India’s snacking market. Supported by our trusted food credentials and deep understanding of Indian consumers, we see WeMe as a long-term growth platform for our foods business, with a strong pipeline of products planned across multiple snacking categories.”
Positioned as a digital-first brand, WeMe will leverage creator-led content, social media and quick commerce to connect with younger consumers. The brand will debut across leading quick-commerce platforms in Kolkata, Delhi NCR, Mumbai, Bengaluru and Ahmedabad, ensuring immediate availability in key urban markets. Alongside its quick-commerce launch, WeMe will begin expanding through general trade, starting with Kolkata before gradually entering other cities.
Highlighting the brand’s consumer-centric approach, 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.”
