Aman Gupta, co-founder of boAt, announced a strategic investment in Fulva, a premium confectionery startup reimagining traditional Kozhikoden halwa for the modern global market.
The investment was made through Gupta’s personal investment platform, SailThru Ventures, and included a cohort of other strategic investors.
Investment Details & Strategic Goals
While the exact funding amount remains undisclosed, the deal is being viewed as a “heritage premiumization” play—a space Aman Gupta has successfully navigated with previous investments like Let’s Try (which he recently revealed has grown to a ₹1,100 crore valuation from his initial Season 1 investment).
- The Vision: Fulva aims to transform halwa from a regional sweet-shop staple into a branded, shelf-stable premium gift item similar to international brands like Ferrero Rocher or Omani Halwa.
- Capital Deployment: The funds will be used to:
- Expand distribution across quick commerce (Blinkit, Swiggy Instamart) and premium offline retail.
- Upgrade production facilities in Calicut (Kozhikode) to ensure consistency and shelf-life for export.
- Scale marketing and “storytelling” campaigns to position halwa as a luxury gifting option.
Fulva’s Growth Metrics (March 2026)
The startup has shown significant traction leading up to the investment:
- Revenue: Operating at an Annual Revenue Run Rate (ARR) of ₹6.3 crore.
- Growth: Consistently growing at 30% month-on-month.
- Global Reach: Has already served over 50,000 customers across 15+ countries.
- The “24 Variety” Slate: Their portfolio includes 24 types of halwa, blending tradition with modern flavors like Tender Coconut, Mango, and Green Chilli.
Innovative Product Roadmap
In his investment statement, Aman Gupta highlighted the “global outlook” of the founders. Fulva is currently developing:
- Fusion Formats: Products like Halwa Stuffed Dates (Calicut halwa inside Medjool dates) and Coco Bites (Lakshadweep-style coconut jaggery halwa).
- Health-Conscious Line: Upcoming sugar-free and protein-enriched variants to cater to the evolving fitness-conscious demographic in Tier-1 cities.
- Global Halwa Range: Plans to introduce authentic Turkish, Omani, and Tirunelveli varieties under the Fulva umbrella.
Context: Shark Tank India Season 5
This investment comes amidst Shark Tank India Season 5 (currently airing as of March 2026), where Aman Gupta has been the most active shark. As of this week, he has closed 23 deals from 129 pitches, committing over ₹24.6 crore in capital.
