Restaurant India News: boAt Co-founder Aman Gupta Backs Halwa Startup Fulva via SailThru Ventures

Premium confectionery startup Fulva has secured investment from Aman Gupta, Co-founder of boAt, through SailThru Ventures. The funding round also included participation from investors and industry professionals Prejith Narayan, Salpido Brothers, Ajith Nair and Rahul Mamman.

Founded in Calicut by Shabas, Irfan, Thasreef and Sanu, the company is building a premium packaged sweets brand centred around halwa, a traditional Indian dessert. The startup’s strategy focuses on presenting the product in a format that appeals to modern retail and gifting markets while maintaining traditional recipes.

Fulva launched its product portfolio with 24 varieties of halwa, combining established recipes with flavours such as Mango, Tender Coconut, Grape, Green Chilli and Dry Fruits. The company initially started as a direct-to-consumer brand through its website and has since attracted customers across India and overseas markets. According to the company, it has served more than 50,000 customers and delivered products to over 15 countries since launch.

In addition to retail consumers, the brand has also seen demand from corporate gifting buyers, event planners and hospitality businesses including premium hotels that feature the halwa products as part of curated dessert menus.

The investment comes as India’s packaged sweets category continues to grow. Industry estimates place the market’s expansion at a compound annual growth rate of 16 percent. Fulva has reported growth of nearly 30 percent month-on-month and currently operates with an Annual Revenue Run Rate of approximately Rs 6.3 crore.

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 operating model in a sweets category that has historically been dominated by local sweet shops and small-scale manufacturers. The company focuses on standardising production processes to maintain consistency in taste and quality while packaging the product in formats suited for gifting, travel and everyday consumption.

Alongside traditional offerings, the brand is also developing new product formats. These include Halwa Stuffed Dates, where Calicut-style halwa is placed inside premium Medjool dates, and Coco Bites, which are inspired by Lakshadweep-style halwa made with coconut and jaggery.

As part of its product development strategy, the company plans to introduce regional and international halwa variants such as Tirunelveli Halwa, Bombay (Karachi) Halwa, Gajar Halwa, Omani Halwa and Turkish Halwa. These varieties are expected to be launched in packaged formats aimed at both retail and gifting markets.

The company is also exploring product development focused on health-conscious consumers, including sugar-free halwa and protein-enriched versions intended to cater to consumers seeking lower-sugar dessert options.

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 used to support marketing initiatives, brand development and wider distribution through quick commerce platforms, online marketplaces and offline retail. The company also plans to upgrade its production facilities to improve manufacturing capacity, operational efficiency and product consistency as it scales its presence in the packaged sweets segment.