10on10 Foods and FirstClub Drive a Healthier Pantry Revolution

BENGALURU:
As FirstClub celebrates its Birthday Bash from July 3 to July 12, 10on10 Foods, a fresh food-first brand known for its freshly milled atta and functional grain -based staples, has partnered with the quality first grocery platform to make healthier pantry staples more accessible to households across Bengaluru and Hyderabad.

The collaboration comes at a time when Indian consumers are rethinking what goes into their daily staples. As ingredient quality, nutritional value and minimally processed foods become increasingly important purchase drivers, many households are moving away from products designed for extended shelf life in favour of fresher alternatives that better support their health and wellness goals.

The shift is backed by consumer insight. A recent survey conducted by 10on10 Foods among more than 6,000 families in Bengaluru found that over 80% preferred freshly milled atta, highlighting a growing inclination towards staples perceived to be more nutritious and less processed.

The trend is also reflected in purchasing behaviour. FirstClub has delivered more than one million orders to date, signalling strong consumer confidence in quality led grocery choices. The platform has also witnessed growing demand for freshly milled atta, reinforcing the increasing preference for better everyday staples.

The collaboration is rooted in a shared belief that food should be designed around consumer wellbeing rather than conventional industry practices. Both brands are committed to offering products that prioritise freshness, quality and nutrition, responding to the growing demand for healthier staples without compromising on convenience.

Commenting on the partnership, Ashish Bajaj, CEO and Co-founder, 10on10 Foods, said: “For decades, convenience has often been associated with longer shelf life. Today, consumers are challenging that notion by paying closer attention to the quality of the staples they bring home. They’re seeking products that are fresher, more nutritious and made with better ingredients. Our collaboration with FirstClub reflects a shared commitment to making these choices more accessible for households across Bengaluru and Hyderabad.”

Ayyappan, Founder of FirstClub, added: “The biggest opportunity in grocery today isn’t just delivering products faster but in helping people eat better every day. Atta is one of the most important staples in an Indian household, so how it’s made matters. When brands take the effort to source better grains and freshly mill their atta, they preserve more of the grain’s natural goodness, flavour and quality rather than simply optimising for shelf life. At FirstClub, we believe consumers deserve access to these kinds of products, and we’re excited to partner with 10on10 to bring freshly milled atta to more families.”

As part of FirstClub’s Birthday Bash, shoppers across Bengaluru and Hyderabad will have access to the complete 10on10 Foods portfolio through the platform. This includes freshly milled atta, High Protein Atta, and the brand’s functional variants made with sattu, oats, barley and quinoa, making nutritious pantry staples easier to incorporate into everyday meals.

As shoppers become more conscious of the food they bring home, this collaboration reflects a broader shift in India’s grocery landscape, one where ingredient quality, freshness and nutritional value are becoming just as important as convenience.