July 02: As Indian consumers increasingly seek fresher, minimally processed food, Bengaluru-based startup 10on10 Foods is witnessing strong demand for freshly milled staples. Within six months of scaling operations full-time, the company has crossed an Annualised Revenue Run Rate (ARR) of ₹14 crore, expanded to 18 cities, and fulfilled over 2.8 lakh orders since January, averaging 1,560 orders every day.
Supporting this shift, an offline survey conducted by 10on10 Foods among more than 6,000 families across 35 residential societies in Bengaluru found that over 80% of respondents preferred freshly milled atta over conventionally packaged alternatives, indicating a growing preference for fresh staples without compromising on convenience.
In March 2026, the company raised ₹2.3 crore in a pre-seed funding round from a group of angel investors, including Dr. Vikas Katoch, entrepreneur and CEO of Adomantra and Adotrip; Sumit Maheshwari, CFO at Odessa Technologies; and Shashikant Shenoy, Partner at Uniqus Consultech, among others. The funds are being used to expand production hubs, strengthen the supply chain and accelerate growth across India.
Founded by Dr Ashish Bajaj, Avinash Jain and Mohsin Ali, 10on10 Foods was inspired by a personal search for genuinely fresh food after Ashish’s son was diagnosed with Type-1 diabetes. The founders recognised that while consumers trusted packaged atta brands, they rarely knew when the flour had actually been milled. That insight led to the creation of a brand focused on making freshly milled staples easily accessible.
Today, 10on10 Foods serves consumers across Ahmedabad, Bengaluru, Central Goa, Chandigarh, Chennai, Coimbatore, Delhi, Gurgaon, Guwahati, Hyderabad, Jaipur, Kolkata, Lucknow, Mumbai, Nagpur, Noida, Pune and Vizag through production hubs and partnerships with quick-commerce platforms including Blinkit and BigBasket. The company also achieved EBITDA break-even within five months of launch, reflecting strong operating discipline and healthy consumer demand as it continues to scale.
Consumer loyalty continues to fuel growth, with a 32% repeat purchase rate, while 27% of customers upgrade from a 1 kg to a 5 kg pack within a month. In Bengaluru, its High Protein range has recorded over 60% repeat purchases through quick-commerce platforms. Additionally, Jowar and Ragi contribute nearly 39% of monthly sales, reflecting growing consumer interest in traditional grains.
“For years, consumers accepted that convenience came at the cost of freshness. We believe India is entering the era of fresh staples, where people expect trusted brands to deliver genuinely fresh food. Crossing a ₹14 crore ARR within six months and fulfilling over 2.8 lakh orders tells us this is more than our growth story, it’s a reflection of changing consumer expectations,” said Dr Ashish Bajaj, CEO and Co-founder, 10on10 Foods.
As it expands, the company aims to strengthen direct sourcing partnerships with farmers and continue building a category around fresh, minimally processed staples for Indian households.
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