Bengaluru-based fresh staples startup 10on10 Foods has crossed an annualised revenue run rate (ARR) of Rs 14 crore within six months of scaling its operations, driven by rising consumer demand for freshly milled staples. The company has expanded its presence to 18 cities and fulfilled more than 2.8 lakh orders since January 2026, averaging around 1,560 orders daily.
The growth comes amid increasing consumer preference for fresh, minimally processed food. According to an offline survey conducted by the company across more than 6,000 families in 35 residential societies in Bengaluru, over 80% of respondents said they preferred freshly milled atta over conventionally packaged alternatives, indicating a shift towards fresher staples without sacrificing convenience.
To support its expansion, 10on10 Foods raised Rs 2.3 crore in a pre-seed funding round in March 2026 from a group of angel investors, including Dr. Vikas Katoch, Entrepreneur and CEO, Adomantra and Adotrip; Sumit Maheshwari, CFO, Odessa Technologies; and Shashikant Shenoy, Partner, Uniqus Consultech, among others. The company said the funds are being deployed to expand production hubs, strengthen its supply chain and accelerate growth across India.
Founded by Dr. Ashish Bajaj, Avinash Jain and Mohsin Ali, the startup was born out of Bajaj’s personal search for genuinely fresh food after his son was diagnosed with Type-1 diabetes. The founders identified a gap in the packaged staples market, where consumers often had little visibility into when flour had actually been milled, leading them to build a brand centred on freshly milled staples.
The company currently serves customers across Ahmedabad, Bengaluru, Central Goa, Chandigarh, Chennai, Coimbatore, Delhi, Gurgaon, Guwahati, Hyderabad, Jaipur, Kolkata, Lucknow, Mumbai, Nagpur, Noida, Pune and Vizag through its production hubs and partnerships with quick commerce platforms such as Blinkit and BigBasket.
10on10 Foods also shared that it achieved EBITDA break-even within five months of launch. Consumer retention has remained strong, with a 32% repeat purchase rate, while 27% of customers upgrade from a 1 kg pack to a 5 kg pack within a month. In Bengaluru, its High Protein range has recorded repeat purchases of over 60% through quick-commerce platforms. Meanwhile, Jowar and Ragi together account for nearly 39% of the company’s monthly sales.
“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 Rs 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.
Going forward, the company plans to strengthen direct sourcing partnerships with farmers while continuing to build the fresh, minimally processed staples category for Indian households.
