Food is not just about taste—it’s about health, heritage, and the comfort of knowing what you eat is truly nourishing. In India, staples like atta (flour) form the foundation of every meal. Yet, most packaged atta available today is milled months in advance, losing its natural oils, flavour, and nutrients long before it reaches your kitchen.

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This is the problem that 10on10 Foods, founded by Avinash Jain and Dr. Ashish Bajaj, set out to solve. Their mission is simple but revolutionary: bring freshness back into staples.

The Story Behind 10on10 Foods

The journey began not in a boardroom, but at a kitchen table in Bengaluru. When Dr. Ashish Bajaj’s son was diagnosed with Type 1 diabetes, the family searched for genuinely fresh, minimally processed atta. What they found was unsettling—most packaged flour was stale by the time it reached consumers.

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The insight deepened during a casual conversation at a dosa stall. Why does street food taste so much better than home cooking made from packet atta? The answer was clear: freshness and nutrition.

A Founder’s Perspective

Dr. Ashish Bajaj explains:

“India doesn’t have a staples problem. It has a freshness problem. For decades, the industry optimised for scale and shelf life. Somewhere along the way, we normalised eating food that’s months old. At 10on10, freshness isn’t incidental—it’s engineered into every step of the supply chain.”

Co-founder Avinash Jain adds:

“We’re not entering the staples category. We’re rebuilding it. Traditional stone grinding preserves the complete nutritional profile of the grain, including the bran, germ, and natural enzymes. Fresh whole wheat atta with intact bran and germ can retain up to 45% more nutrients compared to pre-packed flours widely available in the market.”

The Idea Behind 10on10 Foods

India’s food industry has long prioritised shelf life over nutrition. 10on10 Foods challenges this by focusing on freshly milled staples. Their approach:

• Stone Grinding – Preserves nutrients, flavour, and natural oils.
• Minimal Processing – Ensures atta retains its bran, germ, and enzymes.
• Engineered Freshness – Products are milled and delivered quickly, reducing oxidation and nutrient loss.

By doing so, 10on10 Foods ensures that every meal is not just filling, but truly nourishing.

The Founders’ Journey

For Avinash Jain and Dr. Ashish Bajaj, building 10on10 Foods was about more than launching a brand—it was about redefining how India consumes staples.

• They began by studying traditional milling techniques.
• They built a supply chain designed for speed and freshness.
• They focused on educating consumers about the nutritional cost of stale staples.

Their persistence paid off. Today, 10on10 Foods is recognized as a pioneer in fresh staples, offering products that combine tradition with modern innovation.

What 10on10 Foods Offers

• Freshly Milled Atta – Whole wheat flour that retains up to 45% more nutrients.
• Authentic Taste – Food that tastes closer to home-cooked meals and street-side freshness.
• Nutritional Integrity – Products designed to support health, especially for families seeking better dietary options.
• Transparency – A commitment to honest processes and consumer trust.

Looking Ahead

10on10 Foods is not just a brand—it’s a movement to rebuild India’s staples category. As awareness grows, the company aims to expand across India, ensuring that more families have access to fresh, nutrient-rich staples.

Their vision is clear: make freshness the new standard in everyday food.

Conclusion

The story of 10on10 Foods is a reminder that sometimes the biggest revolutions start with the simplest ideas. By focusing on freshness, nutrition, and authenticity, founders Avinash Jain and Dr. Ashish Bajaj are reshaping how India consumes its most essential foods.

10on10 Foods – Freshness you can taste, nutrition you can trust.