Mar 05: 10on10 Foods, a Bengaluru-based fresh food tech startup, today announced its official launch with ₹2 crore in pre-seed funding. Founded by former Ola colleagues Ashish Bajaj, Avinash Jain, and Mohsin Ali, the company is building India’s first fresh staples platform engineered around speed, transparency, and nutritional integrity.
10on10 Foods has raised ₹2 crore in pre-seed funding from a group of angel investors including Dr. Vikas Katoch a seasoned entrepreneur & CEO of Adomantra (Digital Marketing) and Adotrip (Travel Tech), dedicated to transforming the landscape of digital media and global tourism; Sumit Maheshwari, CFO at Odessa Technologies; and Shashikant Shenoy, Partner at Uniqus Consultech, among others.
The company was born from a personal health crisis. When co-founder Ashish Bajaj’s son was diagnosed with Type 1 diabetes, the family struggled to find genuinely fresh, minimally processed atta in Bengaluru’s retail markets. Most packaged atta available today is milled months in advance, losing natural oils, flavour, and nutritional value through oxidation. What began as a search for better food for one family revealed a systemic gap affecting millions and became the mission to rebuild India’s staples category from the ground up.
The insight deepened during a conversation at a Bengaluru dosa stall, where the three founders discussed why roadside vendors often command stronger taste recall than established brands. The answer was simple: freshness. Food prepared and consumed quickly, not stored for months.
Speaking about the launch, Ashish Bajaj, Co-Founder, 10on10 Foods said,
“India doesn’t have a staples problem. It has a freshness problem. For decades, the industry optimized for scale and shelf life. Somewhere along the way, we normalized 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.’’
“We’re not entering the staples category. We’re rebuilding it,” said Avinash Jain, Co-founder, 10on10 Foods. “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’’
Guided by its mission “Healthy You, Better All,” 10on10 Foods is rebuilding India’s relationship with fresh staples. Its operating philosophy, “Processed Traditionally, Delivered Instantly,” combines traditional milling with a technology-enabled supply chain to ensure grains deliver the best taste and nutrition.