Sattuz: Reviving India’s Superfood with a Modern Twist

In a market saturated with imported superfoods and synthetic protein powders, one startup is bringing back a forgotten hero from India’s culinary heritage. Founded in 2018 from the heartland of Madhubani, Bihar, Sattuz is reimagining sattu — the roasted gram flour that once powered generations in the eastern states — for the modern, health-conscious consumer.

Rediscovering a Legacy

The inspiration behind Sattuz is deeply personal. Its founder, raised in Bihar, recalls sattu as a staple in everyday life: simple, nutritious, and energising. "It’s more than just food," he says, "it's a legacy." This legacy, however, was fading. Urbanisation and the rise of processed foods led to sattu's decline into obscurity.

Meanwhile, international products were being touted as superfoods, often at a premium. The disparity sparked a mission: to bring sattu back, not just as a regional staple, but as a globally recognised source of plant-based nutrition.

The Sattuz Solution

Sattuz delivers instant-mix sachets of sattu that are hygienically packaged, preservative-free, and enriched with protein, fibre, and essential minerals such as iron and calcium. Designed for a fast-paced lifestyle, one sachet mixed with water can serve as a nutritious meal replacement, pre-workout drink, or healthy snack. The product resonates with users seeking convenience without compromising on tradition or nutrition.

Bridging Tradition with Innovation

The name "Sattuz" reflects this blend of old and new — rooted in the traditional "sattu," with a modern "z" twist aimed at engaging Gen Z.

The venture was co-founded by the founder’s wife, Richa, who manages production, and joined later by Shashwat in 2024 to lead branding and marketing. Their lean team, largely from Bihar, works across verticals like R&D, marketing, operations, and sales, driven by a shared commitment to grassroots innovation.

Market Impact & Strategy

India faces a serious protein deficiency, affecting over 70% of its population. Sattuz addresses this with an affordable, plant-based solution that doesn’t require refrigeration, has a long shelf life, and is scalable through e-commerce, retail stores, and government schemes. With a presence in all Indian states and a 40% customer retention rate — nearly double the industry average — Sattuz is carving out a niche in India’s $1.52 billion protein market, projected to exceed $2 billion by 2030.

Institutional Backing and Recognition

The startup’s trajectory has been significantly accelerated by the backing of prominent institutions such as Startup Bihar, IIM Calcutta Innovation Park, and the Indian Angel Network. These alliances furnished Sattuz with critical mentorship, strategic guidance, early-stage funding, and valuable go-to-market insights. 

The startup's credibility and reach were further amplified through media coverage in platforms like YourStory and Amar Ujala, along with accolades including the prestigious "Icons of Excellence 2025" award by the Times of India.

To budding entrepreneurs, the founder offers a succinct mantra: "DREAM, DARE, DO." He emphasises starting with conviction, however modest the concept, and underscores the power of deeply rooted local insights as a foundation for building impactful ventures.

The Road Ahead

Sattuz has ambitious plans: launching a kids’ variant, expanding into flavoured protein bars and ready-to-drink bottles, and tapping into diaspora markets in the Middle East and Southeast Asia. Long-term goals include integration with government nutrition schemes and building a full line of traditional, instant nutrition products.