10on10 Foods

Healthy You, Better All

Processed Traditionally. Delivered Instantly.

Our Story

The story of 10on10 Foods begins not in a boardroom, but at a kitchen table in Bengaluru.

When our co-founder, Dr Ashish Bajaj’s son, was diagnosed with Type 1 diabetes, the family began a mission that should have been simple, i.e., finding genuinely fresh and minimally processed atta in Bengaluru.

What they discovered was unsettling.

Most packaged atta available in the market is milled months in advance. By the time it reaches your kitchen, the natural oils, flavour, and vital nutrients have already oxidised away.

The insight deepened during a casual conversation at a Bengaluru dosa stall.
Why does street food taste so much better than home cooking made from packet atta?

The answer was simple: freshness and nutrition.

Food that is prepared and consumed quickly tastes better than food that has been sitting on shelves for months.


A Founder's Perspective

— Dr Ashish Bajaj, Co-Founder & CEO, 10on10 Foods

"India doesn't have a staples problem. It has a freshness problem. For decades, the industry optimised for scale and shelf life. Somewhere along the way, we normalised eating food that's months old. In a country where staples are part of every single meal, compromising on freshness comes at a nutritional cost. At 10on10, freshness isn't incidental, it's engineered into every step of the supply chain."

— Avinash Jain, Co-Founder and CFO, 10on10 Foods

"We're not entering the staples category. We're rebuilding it. Traditional stone grinding preserves the complete nutritional profile of the grain, including the bran, germ and natural enzymes that are often lost in industrial milling. Fresh whole wheat atta with intact bran and germ can retain up to 45% more nutrients compared to the pre-packed flours widely available in the market."

— Mohsin Ali, Co-Founder, Operations and Product, 10on10 Foods

"Most food products are designed for the warehouse, not the kitchen. We flipped that. Every product decision at 10on10 starts with one question: does this make it fresher, cleaner, and more honest for the consumer? That's the only brief our product team works with."

Impact by the Numbers

70% Same-month repeat customers₹2 Crore Pre-seed funding
10on10 Foods – Founding Team
The People Behind the Mission
10on10 Foods founding team
Est.
2024

"Together, combining consumer tech experience with a passion for reimagining everyday food."

Our Founding Team

A

Dr. Ashish Bajaj

Co-Founder & CEO

Dr. Ashish Bajaj is an author, award-winning marketing leader, and entrepreneur with experience across Narayana Health, MediBuddy, Ola, Microsoft, and GroupM. As CMO of Narayana Health, he led enterprise-wide brand transformation across one of India's largest healthcare networks. At Ola, he helped build one of India's most recognised consumer brands through high-impact, data-driven marketing at national scale. Author of The Martech Playbook and a Fortune India 40 Under 40 honouree, Ashish has spent his career identifying category-defining problems and building systems to solve them. At 10on10 Foods, that became deeply personal: finding safe, wholesome food for his son with Type 1 diabetes revealed a freshness gap that millions of Indian families face every day. That insight became the company's founding mission.

Leads vision, supply chain architecture, and go-to-market strategy.

A

Avinash Jain

Co-Founder & CFO

Avinash Jain is a seasoned finance leader with over 17 years of experience across financial strategy, global operations, governance, and compliance. Before co-founding 10on10 Foods, he served as Head of Finance at Odessa, leading operations across multiple international markets. Earlier, at Ola, he sharpened his instinct for operational rigour in a high-growth consumer tech environment. He has also built his reputation at Infosys, EY, KPMG, and WorkIndia. A Chartered Accountant, Company Secretary, and CFA charter holder, Avinash joined 10on10 Foods because he believes the food industry's biggest gap is not taste or price, but honesty. His mission is to build a finance and operations backbone rigorous enough to earn the trust of every consumer who picks a 10on10 product off the shelf.

Building India's first truly fresh staples platform — traditional milling, modern fulfilment speed.

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Mohsin Ali

Co-Founder, Operations & Product

Mohsin Ali is a Chartered Accountant and entrepreneur with deep expertise in strategy, business finance, product, and operations. Before co-founding 10on10 Foods, he played a key role in building WorkIndia's Business Finance function and helping steer the company from high annual burn to strong EBITDA-positive growth. His time at Ola gave him firsthand experience building consumer platforms trusted by millions, and shaped his conviction that the best products are the ones that truly reach people. At 10on10 Foods, Mohsin leads product development and operations with one guiding question: does this product make a real difference to the family eating it? He believes that is the only quality standard that truly matters.

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The 10on10 Difference — Six Pillars

  • Eco-Friendly Packaging

    Sustainable packaging with refillable options to reduce waste.

  • Traditional Stone Milling

    Time-honoured chakki grinding preserves bran, germ, and natural enzymes.

    Slow grinding = complete nutrition.

  • Milled After You Order

    Your order triggers the milling process. Every pack is processed the same day you order it — not months before. No pre-stocked inventory sitting on shelves.

  • Zero Additives, Always

    No chemicals
    No preservatives
    No bleaching agents
    No maida mixing

  • Radical Transparency

    Scan the QR code on every pack to watch a timestamped video of your exact batch being milled.

    Real, verifiable proof.

  • Delivered Within Hours

    Through our D2C website and quick-commerce partners, fresh flour reaches your doorstep the same day it's milled.

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Science Backed

The Nutritional Edge

Compared to conventional packaged flour, our stone-milled atta preserves what nature intended — every bran layer, every germ, every nutrient.

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More Nutrients

Full-spectrum vitamins & minerals retained through traditional stone milling

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Higher Protein

~25g protein per 100g — fuel for an active, healthy life

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Higher Fibre

Gut-friendly dietary fibre from the intact bran layer

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Lower Carbs

Better glycaemic balance for sustained energy without the spike

Star Stat

~25g

Protein per 100g

Our High Protein Atta delivers nearly 25 grams of protein in every 100g serving — making everyday rotis a genuinely nutritious meal, not just a filler.

Shop High Protein Atta

* Compared to leading conventional packaged atta brands available in the Indian market.