The ill-fated truck, carrying about 70 people from Jhiri village of Jhabua district, was going to Shivbaba temple situated in Dharward district when the accident happened around 1 AM, they said.
"10 people, including three women and three children, have died while 60 others injured. Five of the seriously injured have been referred to Indore for further treatment," police said.
The others were being treated at hospitals in Dhar.
Further investigations were on, they said.