Emami Agrotech enters branded staples market, targets ₹2K cr in 5 years

Emami Agrotech enters the ₹80,000 crore branded staples market with products like chakki atta, maida, and suji, targeting ₹2,000 crore in sales within 3-5 years

Emami Agrotech, the ₹20,000 crore edible oil, food and bio-diesel arm of the Emami Group, has forayed into the branded staples segment, setting a sales target of ₹2,000 crore in 3-5 years.

 

The company is making its debut in the ₹80,000 crore branded staples market with Emami Healthy & Tasty fresh chakki atta, maida and suji. Over the next few months, it is likely to add more variants and categories to the foods portfolio.

 

Vibhash V Agarwal, Director, Emami Group, who is driving the food business of the company, said, “With this launch, we intend to enter from pantry to the centre of the Indian kitchen space and be an integral part of daily rituals, family meals, and emotional bonds around food.”

 

“Food, snacks, ready-to-eat, sauces – we are looking at different categories,” he added.

 

 The target of achieving ₹2,000 crore would be met by the atta, maida and suji launches as well as other categories that Emami Agrotech is planning to enter. At present, the food vertical – comprising spices, soya chunks and rice bran oil – is about ₹400 crore.

 

Emami Agrotech started off as an edible oil company in 2010 with the “Healthy & Tasty” brand and then forayed into other categories – spices (Mantra) and soya chunks (Advans).

 

The company is working with McKinsey and a specialist agency Thinking Forks to chart out the roadmap for foods.

 

Agarwal expects the company to capture 15–20 per cent of West Bengal’s branded staples market within the next couple of years.

 

“We are launching it in Bengal, but the aim is to take it to areas where our brands are strong – such as Bihar, Jharkhand, Uttar Pradesh, Rajasthan, Punjab, Haryana,” he added.

 

The company is also on the lookout for acquisitions in the food space in the East. However, Aditya Agarwal, Director, Emami group, said, “There are not many companies available.”

 

“Otherwise, we are open to it – it would have given us a head start,” he added.