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Fulva, a Calicut-based premium confectionery startup reimagining traditional halwa for modern retail and gifting markets, has raised an undisclosed funding round from Aman Gupta, co-founder of consumer electronics brand boAt, through his investment platform SailThru Ventures. The round also saw participation from Prejith Narayan, Salpido Brothers, Ajith Nair, and Rahul Mamman.
Fulva Builds a Premium Halwa Brand in India’s Fast-Growing Packaged Sweets Market
Founded in Calicut, Kerala, by childhood friends Shabas, Irfan, Thasreef, and Sanu, Fulva entered the market with 24 varieties of halwa, pairing time-honoured recipes with contemporary flavours such as Mango, Tender Coconut, Grape, Green Chilli, and Dry Fruits.
The company launched as a direct-to-consumer (D2C) brand through its online platform and has since built a customer base spanning India and international markets. Fulva has served more than 50,000 customers and shipped products to over 15 countries. Demand has also emerged from corporate gifting buyers, event planners, and premium hotels that feature the brand’s halwa in curated dessert menus.
India’s packaged sweets segment is expanding at a compound annual growth rate of 16 percent, driven by rising consumer preference for premium, gift-ready confectionery. Fulva operates at an Annual Revenue Run Rate of approximately Rs 6.3 crore and has recorded growth of nearly 30 percent month-on-month, according to the company. Track the latest Indian startup news on KnowStartup.
SailThru Ventures Backs Fulva in Fresh Funding Round for Confectionery Expansion
The funding from SailThru Ventures, Aman Gupta’s investment platform, marks a significant endorsement for the premium Indian sweets category. The capital will be deployed towards marketing and brand building, expanding distribution across quick commerce platforms, online marketplaces, and offline retail channels, and upgrading production facilities to improve manufacturing capacity and product consistency.
Fulva’s operating model focuses on standardising recipes and production processes to ensure consistent taste and quality — a challenge historically associated with traditional sweet shops and small-scale manufacturers. Products are packaged in formats designed for gifting, travel, and everyday consumption.
Why boAt Co-Founder Aman Gupta Is Betting on India’s Traditional Food Sector
Aman Gupta has previously backed consumer brands that blend cultural familiarity with modern retail execution. His investment in Fulva follows the same thesis — identifying categories where India’s heritage gives domestic brands a structural advantage over international entrants. Halwa requires no consumer education in India and carries deep association with gifting, festivals, and regional identity.
SailThru Ventures, through which the investment was made, focuses on early-stage consumer businesses. The participation of co-investors Prejith Narayan, Salpido Brothers, Ajith Nair, and Rahul Mamman alongside Gupta suggests the round was structured to bring both capital and operational expertise to Fulva’s next phase of growth.
New Product Formats Signal Fulva’s Ambition Beyond Traditional Halwa
Beyond its core range, Fulva is developing new product formats aimed at broadening the category. These include Halwa Stuffed Dates — Calicut-style halwa filled inside premium Medjool dates — and Coco Bites, inspired by Lakshadweep-style halwa made with coconut and jaggery.
The company is also planning to introduce iconic regional and international halwa varieties including Tirunelveli Halwa, Bombay (Karachi) Halwa, Gajar Halwa, Omani Halwa, and Turkish Halwa, presented in contemporary retail and gifting formats. A health-focused product line featuring sugar-free and protein-enriched variants is also in development.
What Fulva’s Funding Means for India’s Premium Packaged Sweets Segment
The investment in Fulva reflects a broader shift in India’s food startup ecosystem, where institutional and angel investors are increasingly backing brands that modernise traditional food categories. Halwa, long confined to regional sweet shops and home kitchens, is being repositioned as a premium, shelf-stable product with export potential.
For Fulva’s founders, the backing from Aman Gupta and co-investors provides not just capital but access to brand-building expertise and retail distribution networks. The company’s trajectory — from a D2C website to a multi-country operation — positions it as an early mover in the branded halwa space.
Fulva’s distribution strategy spans quick commerce platforms, online marketplaces, and offline retail. The company has also seen organic demand from corporate gifting buyers, event planners, and premium hotels, indicating that the product has found acceptance beyond the individual consumer market without paid channel dependency.
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