India’s staples aisle is getting a fresh challenger, Dr. Ashish Bajaj has launched 10on10 Foods, a Bengaluru-based startup aiming to transform the way Indians consume everyday staples like atta by focusing on freshness and traditional stone-ground milling. The company has already secured ₹2 crore in pre-seed funding from a group of angel investors as it begins building its presence in the country’s massive staples market.
The startup was founded by Bajaj along with Avinash Jain and Mohsin Ali, both former colleagues from Ola. Their vision is to combine traditional grain milling techniques with a modern, technology-driven supply chain, ensuring consumers receive freshly milled flours rather than products that have been stored for months on retail shelves.
The idea behind the venture came from a deeply personal experience. Bajaj revealed that the turning point came after his son was diagnosed with Type 1 diabetes, prompting the family to search for healthier and genuinely fresh staple foods. During that search, he discovered that most packaged flour available in the market is milled months in advance, causing natural oils, flavour, and nutritional value to degrade over time due to oxidation.
10on10 Foods was built around the concept of delivering freshly milled staples using traditional stone-grinding methods, which help preserve the grain’s bran, germ, and natural enzymes.
Currently operating in Bengaluru, the startup sells its products through multiple channels including its direct-to-consumer website, WhatsApp community groups, and quick commerce platforms. The brand already offers a range of flours such as whole wheat atta, multigrain atta, khapli atta, jowar atta, ragi atta, bajra atta, makki atta, and besan.
The company claims its high-protein atta provides around 25 grams of protein per 100 grams, significantly higher than many conventional packaged options available in the market.
Since launching last year, the startup has been focusing on building a strong community-driven customer base. Bajaj revealed that the brand currently processes over 300 orders daily, supported by WhatsApp groups that drive repeat purchases and customer engagement.
Bajaj also shared the milestone with his professional network on LinkedIn, reflecting on his decision to leave a comfortable corporate role to start a venture in a category many consider mundane.
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