10on10 Foods, a Bengaluru-based fresh food tech startup, has raised ₹2 crore in a pre-seed funding round led by a group of angel investors, marking an exciting addition to the growing wave of D2C startup news emerging from India’s rapidly evolving Direct-to-consumer India ecosystem. The funding reflects rising investor confidence in D2C brands India that are innovating in everyday consumer categories and building scalable businesses within the expanding D2C ecosystem India.
The startup is building a new-age Direct-to-consumer India staples brand focused on delivering freshly milled, stone-ground flours that aim to bring better nutrition, freshness, and transparency to one of the most fundamental food categories in Indian households. As India’s D2C industry news increasingly highlights the rise of digitally native food brands, 10on10 Foods is positioning itself among the latest D2C startups transforming traditional categories with technology-driven distribution and product innovation.
Founded by Dr. Ashish Bajaj, Avinash Jain, and Mohsin Ali, the brand combines traditional stone-grinding techniques with modern D2C business model India strategies, leveraging digital distribution, community-led growth, and quick commerce partnerships to reach consumers directly. The company began with founders’ capital of approximately ₹30 lakh before raising ₹2 crore at a valuation of ₹10 crore, diluting about 20 percent equity in the process.
The idea for the company emerged from a deeply personal experience. Bajaj’s son was diagnosed with Type 1 diabetes, prompting the family to search for genuinely fresh and nutritionally dense flour. What they discovered was a systemic problem across the packaged staples market. Most packaged atta available in retail is milled months in advance, leading to oxidation and loss of natural oils, flavour, and nutritional value. This realization became the foundation for building 10on10 Foods.
By focusing on freshly milled, nutritionally superior flours, the startup is attempting to disrupt India’s massive staples market while building a differentiated D2C food and beverage brand within the broader D2C business India landscape. The company claims its high-protein atta offers around 25 grams of protein per 100 grams, making it approximately 60 percent higher in protein and 40 percent higher in fibre compared to several conventional packaged flour brands, while also being around 40 percent lower in carbohydrates.
10on10 Foods currently offers a diverse range of flours including whole wheat atta, multigrain atta, khapli atta, jowar atta, ragi atta, bajra atta, makki atta, pure besan, and high-protein atta, catering to consumers increasingly focused on nutrition, health, and ingredient transparency. This product innovation aligns with broader D2C market trends 2025, where consumers are shifting towards healthier staples and clean-label food products.
The company is currently operating in Bengaluru, distributing products through multiple channels including its D2C website, WhatsApp communities, and quick commerce platforms. It is already live on platforms like First Club and Swiggy Instamart, reflecting a strong quick commerce D2C strategy that many fastest-growing D2C brands are adopting to scale distribution quickly.
Community-led growth has become a key pillar of the startup’s D2C go-to-market strategy. The company has built more than 15 WhatsApp communities in Bengaluru, which are driving strong customer engagement and repeat purchases. Currently, the startup is fulfilling over 300 orders per day, with WhatsApp groups contributing nearly 70 percent repeat purchases within the same month. Month-two repeat rates currently stand at approximately 36–37 percent, demonstrating strong early consumer retention.
On the operations front, 10on10 Foods runs its own manufacturing facility in Bengaluru, spanning about 4,000 square feet, built with a capital expenditure of roughly ₹40 lakh. Production capacity has already scaled rapidly from 30–35 tonnes per month to more than 200 tonnes per month, with further automation underway to improve efficiency and gross margins.
As part of its D2C expansion plans, the startup is preparing to expand geographically. The company plans to launch in Delhi in April and is also preparing to enter Hyderabad in the upcoming financial year, strengthening its presence across major urban markets. It has already partnered with BigBasket and Flipkart Minutes, and is working towards listings on Amazon India as well.
With strong early traction, efficient distribution through quick commerce platforms, and a growing community-driven customer base, the company expects to reach operational breakeven by the end of March, targeting GMV of over ₹40 lakh during the month.
For those tracking D2C daily news, Indian D2C updates, and India’s D2C market news and insights, 10on10 Foods represents a compelling example of how VC-backed D2C brands and emerging startups are reimagining everyday product categories through freshness, nutrition, and technology-enabled distribution.
As the D2C ecosystem India continues to expand across categories from beauty and fashion to food and wellness, startups like 10on10 Foods are demonstrating how even traditional staples can become powerful Direct-to-consumer brand building stories, reshaping the future of India’s consumer market.
