Emami Agrotech enters ready-to-eat snacks market with WeMe launch
Emami Agrotech Ltd., the food business of Emami Group, on Thursday entered India’s ready-to-eat snacks market with the launch of its new brand, WeMe. The company described it as a digital-first snacking brand, with the rollout beginning in Kolkata, where Emami Group is headquartered.
The launch is part of Emami Agrotech’s broader expansion in packaged foods. Over recent months, the company has moved beyond its core edible oils portfolio to manufacture branded staples such as atta, maida, besan and suji.
WeMe will initially offer three product categories: a choco hazelnut spread, including what the company claims is India’s first portable chiplet-format offering; Jhuri Aloo Bhaja; and potato chips in multiple flavours. The products are currently available on quick-commerce platforms in Kolkata, Delhi NCR, Mumbai, Bengaluru and Ahmedabad. Distribution began in Kolkata and east India, and the company plans to expand nationwide in the coming months.
The company said it would invest ₹750 crore in the business and aims to build WeMe into a ₹1,000-crore brand over the next five to seven years. It also expects the venture to generate around 4,000 direct and indirect employment opportunities.
Aditya Vardhan Agarwal, Director of 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.” He added that the company is planning a new manufacturing unit in West Bengal in the coming months, though the timeline is yet to be confirmed as land acquisition is under way.
Vidula Agarwal, Director, Emami Group, said the brand has been designed as a digital-first offering to engage younger consumers through creators, social media and quick-commerce platforms. “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,” she said at the launch. She will spearhead the new vertical.
The ready-to-eat snacks segment in India has been expanding, driven by changing consumer habits and the rapid growth of quick-commerce platforms. Emami Agrotech’s entry adds to a competitive market with both established food companies and newer digital-native brands.
