Product Offerings
Product Categories:
Consumer Foods
Products:
Instant Sattu Drink Mix: Sweet, Jaljeera, Chocolate
Sattu Stuffing Mix: NA
Go Rural Foods and Beverages Pvt Ltd is an innovative Indian startup based in Madhubani, Bihar, dedicated to revitalizing traditional Indian food wisdom through contemporary product offerings. With its flagship brand Sattuz, the company has successfully reintroduced sattu—a centuries-old nutritious flour made from roasted gram—as a convenient and modern health drink. Positioned at the intersection of rural tradition and urban wellness trends, Go Rural is one of the few FMCG startups from Eastern India focused on scalable and sustainable rural food innovation.
Core Business
The company's business revolves around the manufacturing, marketing, and distribution of ready-to-drink sattu-based beverages and food products. Its core offering is a range of Instant Sattu Drink Mixes, developed for both domestic and international health-conscious consumers. These are crafted using traditional techniques while incorporating modern hygienic packaging and supply chain processes.
Product Offerings
Go Rural’s flagship product line under the Sattuz brand includes:
-
Instant Sattu Drink Mix (Single Serve Packets)
- Sweet Flavor
- Jaljeera Flavor
- Chocolate Flavor
-
Sattu Stuffing Mix
- Designed for use in traditional Indian dishes such as litti and paratha
These products are available in convenient ready-to-mix sachets, with a shelf life optimized through hygienic processing and packaging innovations. The formulations are high in plant-based protein and dietary fiber, and free from artificial preservatives.
Specialisation & Core USP
The company’s USP is the fusion of rural nutrition with FMCG innovation. Sattuz is the first branded, commercial-scale product based on sattu to gain national visibility. The product offers:
- High protein and fiber content
- No preservatives or additives
- Instant preparation in under 1 minute
- Eco-conscious packaging
Sattuz products cater to the needs of modern urban consumers looking for healthy, traditional, plant-based alternatives to sugar-laden energy drinks and snacks.
Financial and Operational Highlights
Though exact revenue details are not publicly disclosed, Go Rural Foods has received considerable attention and early traction in the startup ecosystem:
- Bootstrapped and self-sustained initially, with support from regional MSME programs
- Selected for startup accelerators and pitch events by CIIE.CO (IIM Ahmedabad) and Startup Bihar
- Featured in Economic Times, YourStory, and NDTV for its unique rural-urban food integration model
- Retail Footprint: Products are sold online via Amazon and the company’s own website, and have limited retail presence in select urban centers
International Shipment Records
Although the company is in early-stage global expansion, there are reported international inquiries from:
- The Indian diaspora in the USA, UK, UAE, and Australia
- Health-focused food importers interested in Ayurvedic and plant-based nutrition products
Sattuz is positioned as a culturally authentic yet globally palatable health food option.
Target Market
- Health-conscious urban consumers
- Busy professionals and fitness enthusiasts
- Indian diaspora seeking traditional nutrition
- Natural and Ayurvedic product buyers
- FMCG and health food retailers
Capabilities
- In-house formulation and production unit in Bihar
- Customized flavor development based on regional tastes
- Online D2C fulfillment with pan-India shipping
- Cold chain not required, enabling cost-effective logistics
The company's operations are aligned with Make in India, Vocal for Local, and Startup India frameworks, ensuring scalability with compliance.
Certifications & Compliance
- FSSAI Certified
- Complies with Indian packaging and nutritional labeling norms
- Pending international certifications for USDA Organic and EU compliance under consideration for exports
These certifications ensure basic compliance and lay the foundation for future expansion into export markets.
Customer Testimonials
“Sattuz is my go-to drink during summer. It’s filling, refreshing, and takes no time to prepare.”
— Urban Consumer, Delhi
“Glad to see a brand bringing back our traditional food with modern packaging. It’s a hit with my kids too!”
— Mother and Nutrition Enthusiast, Bengaluru
Achievements
- First branded sattu-based drink mix available in multi-flavor, single-serve sachets
- Selected by Startup India and MSME Bihar for rural innovation support
- Coverage in NDTV, YourStory, Indian Retailer, and more
- Early mover advantage in the functional traditional food segment
- Recognized as a social impact brand for promoting local sourcing and rural employment
Go Rural Foods and Beverages Pvt Ltd is setting a precedent in India’s functional food space by combining cultural heritage with modern convenience. Through Sattuz, the company is not only reviving a lost nutritional gem but also creating a scalable FMC