Emami Agrotech Debuts in Packaged Snacks Segment with New Brand ‘WeMe’

Emami Agrotech Limited (EAL), the food business of the ₹30,000-crore Emami Group, has entered India's fast-growing packaged snacks market with the launch of WeMe, a digital-first brand created primarily for Gen Z and Millennial consumers. The new venture marks the company's expansion beyond its established portfolio of edible oils and pantry essentials under the Emami Healthy & Tasty range.

With WeMe, the company aims to strengthen its presence in the rapidly expanding snacking category by introducing innovative products tailored to evolving consumer preferences. According to Emami Agrotech, India's packaged snacks market is currently valued at over ₹50,000 crore and is projected to surpass ₹1.03 lakh crore by 2034, growing at a compound annual growth rate (CAGR) of approximately 8.3%. Potato chips continue to dominate the category, accounting for nearly 42% of total sales.

The company believes that changing lifestyles and increasing demand for convenient food options are driving growth in the sector. Consumers are increasingly choosing snacks for work, travel, entertainment, and other daily occasions while also seeking premium flavours, cleaner ingredient labels, and greater product accessibility through quick commerce platforms.

The WeMe portfolio initially includes three product categories: Choco Hazelnut Spread, Jhuri Aloo Bhaja, and a range of potato chips featuring flavours designed to appeal to modern taste preferences. The company also claims that its Choco Hazelnut Spread introduces India's first portable chiplet format.

As a digital-first offering, WeMe will focus on creator-led marketing, social media engagement, and quick commerce platforms to reach its target audience. The brand will initially be available through quick commerce services in Kolkata, Delhi NCR, Mumbai, Bengaluru, and Ahmedabad, before expanding into traditional retail, beginning with Kolkata.

Emami Agrotech expects WeMe to generate nearly ₹1,000 crore in revenue over the next five to seven years, supported by investments in innovation, branding, digital capabilities, and distribution expansion.