National, 05th March 2026: Ashish Bajaj, former Ola leader and now Co-Founder of 10on10 Foods, today announced the official launch of his fresh staples venture with ₹2 crore in pre-seed funding. Built alongside former Ola colleagues Avinash Jain and Mohsin Ali, 10on10 Foods aims to rebuild India’s staples ecosystem around freshness, speed, and nutritional transparency.
For Bajaj, this isn’t just a business opportunity, it’s deeply personal. The idea for 10on10 Foods emerged after his son was diagnosed with Type 1 diabetes. What should have been simple, finding genuinely fresh, minimally processed atta in Bengaluru, turned into a frustrating search. Most packaged flours in the market are milled months in advance, losing natural oils, flavor, and nutritional value due to oxidation. 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.‘’
10on10 Foods has raised ₹2 crore in pre-seed funding from a group of angel investors including Dr. Vikas Katoch is 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.
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.
