Food-tech startup 10on10 Foods has secured ₹2 crore in pre-seed funding from a group of angel investors as it looks to disrupt India’s staples market with freshly milled, nutritionally richer flours.
The round saw participation from 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.
A Personal Problem Turned Business Idea
Founded by Dr. Ashish Bajaj, Avinash Jain, and Mohsin Ali, the Bengaluru-based startup blends traditional stone-grinding techniques with modern distribution channels to deliver fresher staples to households.
The idea behind the company emerged from Bajaj’s personal experience after his son was diagnosed with Type 1 diabetes. While searching for healthier food options, the family discovered that most packaged atta sold in the market is milled months before consumption, causing oxidation that reduces flavour, oils, and nutritional value.
This gap inspired the founders to build a system focused on fresh milling and rapid delivery, ensuring consumers receive flour closer to the time of production.
Product Portfolio and Nutritional Focus
10on10 Foods currently offers a range of flour products, including whole wheat atta, multigrain atta, khapli atta, jowar atta, ragi atta, bajra atta, makki atta, pure besan, and a high-protein atta variant.
According to the company, its high-protein atta contains around 25 grams of protein per 100 grams, making it roughly 60% higher in protein and 40% higher in fibre compared with several conventional packaged flours, while being significantly lower in carbohydrates.
Distribution and Expansion Plans
The startup currently operates in Bengaluru and sells through multiple channels, including its D2C website, WhatsApp communities, and quick-commerce platforms such as First Club and Swiggy Instamart.
Expansion plans are already underway. The company intends to launch in Delhi in April and enter Hyderabad later in the year. It has also partnered with BigBasket, Flipkart Minutes, and Amazon India to strengthen its marketplace presence.
Scaling Manufacturing and Operations
The company operates a 4,000 sq. ft. manufacturing facility in Bengaluru, built with an investment of about ₹40 lakh. Production capacity has expanded from around 30–35 tonnes per month to over 200 tonnes monthly, with further automation planned to improve margins.
As it scales geographically, 10on10 Foods plans to adopt a hybrid manufacturing strategy by partnering with OEM manufacturers in new cities while maintaining strict quality control.
Community-Led Growth
Since launching in July last year, the brand has focused heavily on community-driven growth and repeat purchases. It currently processes more than 300 orders daily, supported by over 15 WhatsApp communities in Bengaluru.
These communities have helped the company achieve 70% repeat purchases within the same month, while second-month repeat rates hover around 36–37%. Customer acquisition costs have also declined from over ₹400 initially to around ₹200.
Path to Profitability
The startup expects to reach operational breakeven soon. With projected gross merchandise value exceeding ₹40 lakh in March, the company aims to turn profitable before marketing expenses.
Looking ahead, 10on10 Foods is targeting ₹1 crore in monthly recurring revenue in its first full financial year, translating to ₹12–15 crore in annual revenue, while continuing to expand its product pipeline with around 12 new SKUs planned within the flour category.
