Emami Agrotech Makes Its Move Into Snacking
Emami Agrotech, the food and agri-business division of the Emami Group, has expanded into India’s rapidly growing packaged snacking market with the launch of its new brand, WeMe.
The company has entered the category with three products Choco Hazelnut Spread, Potato Chips and Jhuri Aloo Bhaja. The initial production is being outsourced, while the company works towards building its own manufacturing capabilities.
The move marks a significant expansion for Emami Agrotech as it looks beyond its established edible oil and staples businesses to tap into the growing demand for convenient, packaged food.
₹750 Crore Investment Planned
Emami Agrotech plans to invest approximately ₹750 crore over the next three years to build and scale its snacking business.
Of the total investment, around ₹400 crore will be allocated towards an integrated greenfield manufacturing facility in West Bengal, while another ₹350 crore will be spent on branding and marketing for the newly launched products.
The manufacturing facility is expected to be developed over the next two years and will support both the company’s packaged snacks and staples businesses.
WeMe Targets Gen Z and Millennials
With WeMe, Emami Agrotech is targeting younger consumers, particularly Gen Z and Millennials.
The company aims to build WeMe into a ₹1,000-crore brand within the next five to seven years, making the new venture an important part of its long-term growth strategy.
The brand is being positioned as a digital-first proposition, with content, commerce and consumer engagement playing a central role in its go-to-market strategy.
From West Bengal to National Expansion
WeMe’s products are initially being introduced in West Bengal, with a phased expansion planned across other parts of India.
The company intends to use a digitally driven distribution approach to reach consumers in key cities while gathering consumer insights to refine products and respond quickly to changing snacking preferences.
This strategy reflects the increasing importance of digital platforms in building and scaling new food and beverage brands.
India’s Growing Snacking Opportunity
Emami Agrotech’s entry comes at a time when India’s packaged snacking category is witnessing strong growth.
According to the company, the Indian snacking market is currently valued at around ₹50,000 crore and is growing at more than 8% annually. It expects the category to cross ₹1 lakh crore by 2034.
The attractive growth potential and comparatively higher margins available in packaged snacks compared with staples have encouraged Emami Agrotech to diversify into the segment.
Building Beyond Edible Oils and Staples
Emami Agrotech has already been expanding its presence beyond its core edible oil business. Last year, the company entered the branded staples segment with products such as maida, atta and suji.
The latest move into packaged snacks represents another step in its broader strategy to build a diversified food portfolio.
The company is also targeting a significant increase in its overall turnover, aiming to cross ₹30,000 crore over the next five years, compared with its current turnover of approximately ₹20,000 crore.
A New Chapter for Emami Agrotech
The launch of WeMe signals Emami Agrotech’s ambition to become a stronger player in India’s evolving packaged food ecosystem.
With a ₹750 crore investment plan, a dedicated manufacturing facility in the pipeline, a digital-first approach and a focus on younger consumers, the company is positioning WeMe for long-term growth in one of India’s most competitive food categories.
The coming months will see the brand expand its product portfolio and gradually move beyond West Bengal, making WeMe one of the key growth bets in Emami Agrotech’s broader food business strategy.
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