Fulva, a premium confectionery brand reinventing traditional halwa for modern consumers, has raised investment from Aman Gupta, Co-founder of boAt, through SailThru Ventures. The 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 company launched with 24 premium varieties of halwa, blending traditional recipes with contemporary flavours such as Mango, Tender Coconut, Grape, Green Chilli and Dry Fruits. Fulva began as a D2C brand through its website and has quickly gained traction among customers across India and international markets. Since launch, the brand has served over 50,000 customers and shipped products to more than 15 countries. Beyond individual consumers, Fulva has also seen strong demand from corporate gifting buyers, event organisers, and premium hotels that feature its halwa in curated dessert menus.
The investment comes at a time when India’s packaged sweets market is witnessing strong growth, expanding at an estimated 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 approximately ₹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 building 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 presenting traditional sweets in modern packaging designed for gifting, portability and everyday consumption.
Alongside classic offerings, the brand is experimenting with new formats and flavour innovations. 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 iconic regional and international halwa varieties including Tirunelveli Halwa, Bombay (Karachi) Halwa, Gajar Halwa, Omani Halwa and Turkish Halwa, presented in contemporary formats while preserving authentic recipes.
The company is also exploring health-conscious alternatives, including sugar-free halwa and nutritionally enriched, protein-rich variants designed for 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.”
The newly raised capital will be deployed towards marketing and brand building, expanding distribution across quick commerce platforms, marketplaces and offline retail, and upgrading production facilities to improve capacity, efficiency and product consistency.
About Fulva
Fulva is a premium confectionery brand dedicated to halwa, one of India’s most iconic traditional sweets. The brand aims to bring this beloved delicacy to modern consumers while staying true to its authentic flavours and heritage. Crafted using traditional recipes and high-quality ingredients, Fulva’s range of halwa blends time-honoured craftsmanship with contemporary innovation. Through premium offerings and modern formats, Fulva seeks to celebrate and elevate the rich cultural legacy of halwa for audiences in India and around the world.
