India’s Forgotten Protein Sattu: Fitlicious Startup Journey with Chaitanya Agarwal | Chasing Why Ep1

In this episode of Chasing Why, we dive deep into the world of Sattu — India’s most underrated protein source — and how Fitlicious is reviving this traditional superfood with a modern twist. 🚀

We explore:

✅ Why Sattu is India’s original superfood and how it compares to whey and soy protein.

✅ The startup journey of Fitlicious, the challenges of building a desi superfood brand from scratch.

✅ Marketing, branding, and packaging strategies that helped a traditional product find a modern audience.

✅ Selling on e-commerce vs retail vs modern trade, and the hurdles of startup finance.

✅ The future of Sattu in India and how it can redefine protein for health-conscious Indians.

If you’re curious about startups, Indian superfoods, or healthy nutrition, this episode is a must-watch. Learn the story behind the brand, the struggles, and the vision that is bringing Sattu back into the spotlight.

🎙️ Guest: Chaitanya Agarwal – Founder of Fitlicious

📌 Don’t forget to like, comment, and subscribe for more inspiring stories from founders, creators, and game-changers.
Time stamps :

00:00 - Intro
01:45 - Backstory, career & Vision
07:55 - Why Sattu ( All about Sattu )
16:22 - Packaging is your first salesmen
23:34 - Selling on Ecom vs GT or Modern trade
32:28 - entrepreneurship challenges & lessons
35:29 - White labeling
36:35 - money making category anyone can start
38:31 - Why name “Fitlicious”
40:27 - Distributor led vs Sales team led
44:06 - Food legalities Challenges
46:15 - Feeling like Giving up
52:59 - Age group Insights
56:51 - Celebrity’s Choice for Brand Ambassador
57:50 - Rapid Fire
59:14 - Outro
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About Chasing why with Maheen Gala :

Welcome to Chasing Why? with Maheen Gala
Behind every dream, every risk, every success — there's always a why.
Hi, I'm Maheen Gala, and this podcast is my attempt to chase those "whys" — the reasons behind the journeys of founders, creators, actors, and game-changers. Here, you'll discover not just the success, but the spark, the failures, the learnings, and the drive that fuel them.
Our mission is simple:
 To uncover the why behind every story.
* To inspire the next generation of dreamers, builders, and doers.
• To create a space where curiosity meets clarity.
If you're chasing your own 'why' in life, subscribe now. Each week, we bring you real conversations with people who turned their questions into stories, ideas, and success.

#satturecipe
#Fitlicious
#indiansuperfood
#Protein
#startupjourney
#ChasingWhyPodcast
#DesiSuperfood
#healthyindia
#nutrition
#ChaitanyaAgarwal
#entrepreneurstory
#startupindia
#Sattu
#proteinpowder

Видео India’s Forgotten Protein Sattu: Fitlicious Startup Journey with Chaitanya Agarwal | Chasing Why Ep1 канала Maheen Gala