It started with the small things we noticed every day, at home and outside it.

A kitchen towel that stayed damp. A toilet roll that was too rough or too thin. A garbage bag that leaked just when you needed it most. Food wrapped in paper never meant to touch it, sometimes even newspaper.

A simple cold meant carrying the same handkerchief all day and ending up with a red, sore nose.

Small compromises. But they added up. We kept asking why everyday hygiene so often felt like a trade-off between comfort, quality and affordability.

That question stayed with us, especially after a trip to Singapore. What struck us wasn’t just how clean the city was, but how effortless good habits felt there. The environment simply made the right thing easy to do.

Back home, we noticed something. We take great care of our homes, but somewhere outside the front door, those standards slip. People call it a lack of civic sense.

We think it’s a question of Civic Hygiene.

Habits form when the better choice is accessible, affordable and enjoyable to use. That’s why 10on exists: to make everyday hygiene products with real quality and a great experience, priced so they can become part of everyday life.

Because when the better choice is easy, people repeat it. And repeated habits can change homes, neighbourhoods and, eventually, cities.

Our generation became experts at adjusting.
We’re building so the next generation doesn’t have to.

Stay High on Hygiene!

— Jayati & Ayush Goenka