Fulva, a premium confectionery brand reinventing traditional halwa for modern consumers, has raised an undisclosed amount in funding 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 said it aims to transform one of India's most iconic traditional sweets into a modern, premium and globally recognised confectionery brand.
The startup launched 24 premium varieties of halwa, blending traditional recipes with contemporary flavours such as Mango, Tender Coconut, Grape, Green Chilli and Dry Fruits.
Fulva, which began as a D2C brand and gained traction in India and international markets, claims to have served over 50,000 customers and shipped products to more than 15 countries. It also claims to have seen strong demand from corporate gifting buyers, event organisers, and premium hotels that feature its halwa in curated dessert menus.
'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,' Aman Gupta said.
The startup plans to use the raised capital 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.
'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,' the founders said.
Alongside classic offerings, Fulva is experimenting with new formats and flavour innovations, including 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.