Fulva, a startup reinventing traditional halwa for modern consumers, has raised investment from Aman Gupta through SailThru Ventures.
The funding round also saw participation from investors and industry leaders Prejith Narayan, Salpido Brothers, Ajith Nair and Rahul Mamman.
Founded in Calicut by childhood friends Shabas, Irfan, Thasreef and Sanu, Fulva aims to transform one of India’s most iconic traditional sweets into a modern, premium and globally recognised confectionery brand.
The brand launched with 24 premium varieties of halwa, combining traditional recipes with contemporary flavours such as Mango, Tender Coconut, Grape, Green Chilli and Dry Fruits. Fulva initially began as a direct-to-consumer (D2C) brand through its website and has quickly gained traction across India and international markets.
Since its launch, the company has served over 50,000 customers and shipped products to more than 15 countries. In addition to retail consumers, Fulva has also seen growing demand from corporate gifting buyers, event organisers and premium hotels, where its halwa is featured in curated dessert menus.
The investment comes at a time when India’s packaged sweets market is expanding rapidly, with an estimated compound annual growth rate (CAGR) of 16%. Fulva itself has been growing at nearly 30% month-on-month and currently operates at an Annual Revenue Run Rate (ARR) of around ₹6.3 crore.
Commenting on the investment, Aman Gupta said, “India has a rich food heritage and categories like halwa have incredible potential to be built into modern consumer brands. Fulva is reimagining a traditional product with strong storytelling, premium packaging and a global outlook. I’m excited to support the founders as they work towards building a brand that can take traditional confectionery items like halwa to a wider audience.”
Fulva is positioning itself as a structured and scalable brand in a category that has traditionally remained fragmented and unorganised. The company focuses on standardising recipes to ensure consistent taste and quality, while packaging traditional sweets in formats suitable for gifting, portability and everyday consumption.
The brand is also experimenting with innovative product formats and flavour combinations. These include Halwa Stuffed Dates, where signature Calicut halwa is filled inside premium Medjool dates, and Coco Bites, inspired by Lakshadweep-style halwa made with coconut and jaggery.
As part of its long-term vision, Fulva plans to introduce several regional and international halwa varieties, including Tirunelveli Halwa, Bombay (Karachi) Halwa, Gajar Halwa, Omani Halwa and Turkish Halwa, presented in contemporary formats while maintaining authentic recipes.
The company is also exploring health-conscious alternatives, such as sugar-free halwa and protein-rich variants, catering to consumers seeking balanced indulgence.
Commenting on the fundraise, the founders said, “We are on a mission to modernise halwa while celebrating and empowering the rich tradition behind it. With Fulva, we want to bring together the diverse heritage of halwa and present it to modern consumers in a premium and accessible format. The strategic support and belief from Aman sir and other investors bring invaluable entrepreneurial experience, brand-building insight and market access. Their backing will help us scale faster as we work towards building a global brand for halwa.”
