In this study, heat generation (or absorption) in flow of stagnant Sutterby fluid past over a linearly shrinking sheet is analyzed. Heat transfer features are explored by implementing thermal stratification phenomenon. Cattaneo–Chrostov theory is also implemented to analyze the heat flow behavior instead of conventional law of Fourier. The constitutive flow laws are transmuted into non-linear dimensionless ordinary differential equations by the suitable variables. Homotopic procedure is adopted to solve the flow equations for the convergent iterative solutions. The behavior of fluid temperature and velocity profile are analyzed and discussed graphically for the eminent parameters involved in the governing laws. In this attempt the major found is that decreasing trend is observed in temperture distribution for thermal stratification parameter, heat generation (or absorption) paramere and thermal relaxation parameter. Morover, graphical results illustrate that behavior of velocity and temperature distributions are more dominant for $$\hbox {n}=2$$ as compared to $$\hbox {n}=1$$ .