The story of 10on10 Foods begins not in a boardroom, but at a kitchen table in Bengaluru.

When our co-founder, Dr Ashish Bajaj's son, was diagnosed with Type 1 diabetes, the family began a mission that should have been simple, i.e., finding genuinely fresh and minimally processed atta in Bengaluru.

What they discovered was unsettling.

Most packaged atta available in the market is milled months in advance. By the time it reaches your kitchen, the natural oils, flavour, and vital nutrients have already oxidised away.

The insight deepened during a casual conversation at a Bengaluru dosa stall.
Why does street food taste so much better than home cooking made from packet atta?

The answer was simple: freshness and nutrition.

Food that is prepared and consumed quickly tastes better than food that has been sitting on shelves for months.