Emami Agrotech, a division of the Emami Group responsible for branded products, announced on Thursday its entry into the packaged snacks market under the brand WeMe. The company plans to invest 750 crore rupees over the next three to five years, aiming to achieve a revenue of 1000 crore rupees within five to seven years.
It is planned that approximately 400 crore rupees will be allocated to establishing a new manufacturing facility in West Bengal for producing snacks and staple food products. Aditya Vardhan Agarwal, Director of Emami Group, stated that the company is still discussing land issues and other related matters, and provided the situation is resolved soon, the plant construction will take about 24 months, with the majority of the investment being utilized during this period.
The initial launch of snacks under the WeMe brand will be conducted through quick commerce, but concurrently, the company will begin expanding through general trade, starting in Kolkata before moving to other markets.
Vidula Agarwal, Director of Emami Group, noted that the new generation of consumers does not just buy products but discovers them through content creators and community engagement. She added that WeMe was created as a digitally focused brand where content, commerce, and consumer engagement are seamlessly integrated. This distribution strategy will allow WeMe to instantly become available in key cities while enabling the company to continuously learn from consumers, innovate faster, and respond to emerging trends.
WeMe will launch with three product categories: chocolate-nut paste, jhuri aloo bhaja (a popular favorite in Eastern India), and potato chips. According to Aditya Vardhan Agarwal, the total addressable market for these three categories is approximately 50,000–60,000 crore rupees, largely driven by the potato chip segment.
With this launch, Emami Agrotech is expanding its portfolio of packaged goods beyond edible oils and staple foods under the Emami Healthy & Tasty brand to secure a position in the fast-growing packaged snacks market. Edible oil remains the largest business segment for Emami Agrotech. However, Agarwal noted that branded edible oils account for about 12,000 crore rupees out of the company's total turnover of 20,000 crore rupees. The company has manufacturing facilities in Haldia, Krishnapatnam, Jaipur, and Kandla.
The company has expanded into the spice and staple food segments in recent years, and entering the packaged snacks sector is the latest step in its diversification strategy.
