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Emami Agrotech Forays into INR 80,000 Cr Branded Staples Market with ‘Healthy & Tasty’ Atta, Maida, and Suji

Emami Agrotech’s entry comes at a time when Indian consumers are increasingly moving from loose, unbranded staples to hygienically packed, branded options, driven by a rising emphasis on cleanliness, packaging, and trust.

By FE Retail Bureau Updated at: August 20, 2025 5:09 PM

Emami Agrotech Ltd, the INR 20,000 crore edible oil, food, and bio-diesel manufacturing arm of the INR 30,000 crore Emami Group, has announced its strategic entry into India’s expansive INR 80,000 crore branded staples market with the launch of Emami Healthy & Tasty Fresh Chakki Atta, Maida, and Suji. With this launch, the company is targeting to grow its food vertical to INR 2,000 crore over the next 3–5 years.

Emami Agrotech said initially the company will be leveraging its strong established general retail distribution network with specific plans to have an omni-channel presence in near future.

For the newly launched food staples offerings, the immediate focus will be on strengthening and consolidating presence in Bengal first with plans to expand the market presence to other eastern states such as Bihar, Jharkhand and Uttar Pradesh within the next six months, before expanding to other parts of the country.

“This is more than a category entry—it’s a purposeful move,” said Vibhash V. Agarwal, Director, Emami Group, who is spearheading the food business of the company. “We aim to bring in quality, trust, affordability and the intangible magic of ‘food happiness’ into the ritual of everyday Indian meals,” he added.

“Food is not just about consumption—it is an emotion. 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.”

Emami Agrotech’s entry comes at a time when Indian consumers are increasingly moving from loose, unbranded staples to hygienically packed, branded options, driven by a rising emphasis on cleanliness, packaging, and trust. The company intends to leverage this trend through its robust distribution network and digitally enabled supply chain.

The company has further plans in the pipeline for the food portfolio with new products in staples, ready-to-eat foods, snacks, sauces etc. Currently, Emami Agrotech also manufactures spices and soya chunks in the foods business.

The newly launched product range includes:

Emami Healthy & Tasty Fresh Chakki Atta: Made from premium quality wheat, it is 100% pure with no maida or artificial preservatives. Ground using the traditional stone chakki method, it retains natural wheat goodness and offers the authentic aroma of fresh rotis. It passes the 3-finger softness test even hours after being prepared and is rich in protein, fibre, and B vitamins.

Emami Healthy & Tasty Maida: Ultra-fine and bright white in appearance, it offers superior dough smoothness, making it ideal for Indian favourites like samosas, parathas, and luchis.

Emami Healthy & Tasty Suji: Made from premium wheat and fortified with protein and dietary fibre, this variety of suji is perfect for dishes such as upma, halwa, laddus, and other traditional recipes.

Since its launch in 2010, the Emami Healthy & Tasty brand has grown beyond its edible oil beginnings. The brand has diversified into spices under Mantra and processed foods with Advans soya chunks.

A key player in India’s edible oil industry, Emami Agrotech Ltd manufactures several well-known brands, including Emami Healthy & Tasty, Himani Best Choice, Rasoi (Vanaspati), and Bake Magic (specialty fats). It has also entered the processed food space with Advans Soya Chunks.

The company operates modern manufacturing facilities in Haldia (West Bengal), Krishnapatnam (Andhra Pradesh), Jaipur (Rajasthan), and Kandla (Gujarat), with a combined manufacturing capacity of approximately 12,000 tonnes per day.