Digital-first brand aims to become a ₹1,000 crore business with rapid product innovation, expanded manufacturing, and nationwide distribution.
Emami Agrotech Limited (EAL), the foods business of the Emami Group, has strengthened its presence in India’s packaged food sector with the launch of WeMe, a digital-first snacking brand supported by a planned investment of ₹750 crore.
The company has set an ambitious goal of building WeMe into a ₹1,000 crore brand over the next five to seven years. The investment will be directed toward product development, manufacturing, marketing, distribution, brand building, and strengthening the company’s talent base.
As demand for packaged snacks continues to rise across India, Emami is also considering the establishment of a dedicated manufacturing facility. The proposed project could require an additional investment of approximately ₹400 crore over the next two years to support future production and business expansion.
The launch represents Emami Agrotech’s entry into the fast-growing snacking segment, complementing its existing portfolio of edible oils and pantry products sold under the Healthy & Tasty brand. WeMe has debuted with three product categories—Choco Hazelnut Spread, Jhuri Aloo Bhaja, and Potato Chips—while the company has outlined an extensive innovation roadmap featuring more than 27 products at launch and several additional stock keeping units (SKUs) planned in the coming months.
Among the new offerings is a portable, single-serve Choco Hazelnut Spread in a chiplet format, designed to provide consumers with a convenient snacking option for use with bread, rotis, pancakes, fruits, and other foods.
Rather than relying on a conventional retail-first rollout, Emami is positioning WeMe as a digital-first brand. The company is leveraging quick-commerce platforms, social media, and creator-led campaigns to build consumer engagement while using real-time feedback to guide product innovation.
The brand is currently available through quick-commerce channels in Kolkata, Delhi NCR, Mumbai, Bengaluru, and Ahmedabad. Offline distribution has initially begun in Kolkata and selected areas of West Bengal, with expansion into additional markets planned in phases.
To support the brand’s growth, Emami is building a dedicated sales and distribution network tailored specifically for the snacking category instead of using its existing edible oil distribution infrastructure.
The company expects WeMe to become a key growth engine for its foods business while creating substantial employment opportunities. It estimates the venture will generate more than 1,000 direct jobs and nearly 3,000 indirect jobs as operations expand across the country.