Sasya Brings Spice to Summer

The founder and CEO of Sasya, Krishna Matturi, began his food journey growing up in a small, rural community in India. It was there that he gained a deep appreciation for food. After moving to the U.S. for work and graduate school, Krishna found himself missing the rich, nutritious food he had grown up with. Noticing an opportunity to create an accessible and flavorful snack option, he decided to spin the traditional recipes from his home into Sasya’s chips and dipping sauces.

Read more from our interview with Krishna below.

Founder Krishna Matturi demoing Sasya.

Did you always know that you wanted to start your own business?

Yes. I always wanted to. I started my first business when I was 16, without even realizing it was a business. I just wanted to solve a problem.

How did you pick the product?

It was clear from the beginning, Sasya products needed to be versatile and as easy to consume as possible. It was also important that Sasya products were simple yet healthy and rich in flavor. This is reflected in each of our products. We started with three spreads and gradually rolled out zesty chips to complement them. Devilishly Good, Deliciously Indian chips and dips!

What do you like about food? What drew you to the food industry?

I love food! I didn’t have any experience in the food industry, but I’m learning new things every day.

What does your typical day look like?

Almost my entire day I think about Sasya — the taste, the branding, the sales, the operations (the list goes on!). A typical day starts with thinking of new ideas in the shower, working on production in the mornings, followed by emails and meetings, then more emails, and rounded off with backend operations at the end of the day. It’s non-stop Sasya!

What is a piece of advice you wish you’d been given before starting?

“What product in the market are you trying to replace?” I think it rings true for everyone trying to make it in the CPG (consumer packaged goods) space. While we all like to think that our products are unique, customers have limited time, money, and attention.

If you had to start all over, would you do it again? What would you do differently?

Absolutely, YES! I would’ve planned a little better financially.

What does success look like to you?

I’d love to see Sasya as the go-to Indian snacking brand!

What was it like pitching your first buyer? Any tips/advice?

“Never sell the product, always sell the passion and the idea.” I guess some would call it a solution. But I think passion is more important.

What is your next big milestone?

Getting into a regional distributor, and another regional store chain.

What has been the biggest and most unexpected challenge of scaling a business?

Finding the right people that share the same passion and energy.