Four Kerala Friends Make Kozhikode Halwa a National Sensation, Earn ₹84 Lakh in a Year

Kozhikode, Kerala, known for its rich culture and flavours, has nurtured a brand that’s redefining how the nation sees traditional sweets. Fulva, a startup founded by four friends, is on a mission to bring the delightful Kozhikode Halwa to every Indian household.

The Birth Of Fulva:

It all began with an unfulfilled promise. Shabas Ahammed, the CEO and brain behind Fulva, visited Kashmir a few years back and was asked by a kind local family to bring back some of the famous Kozhikode Halwa the next time he visited.

However, during his next trip, Shabas noticed something shocking - the halwa, despite its rich history, was poorly packaged and lacked quality. This was the moment he had a realisation.

"If our traditional delicacies are to shine, we need to bring them into the modern world, in a modern way," shares Shabas, the CEO and co-founder of Fulva, in an exclusive interview with Startup Pedia.

"When I saw how our Kozhikode Halwa was treated in local shops, it hit me that something had to be done. It was being sold in large blocks with plastic packaging, not fit for travel, and certainly not up to the quality it deserved," Shabas tells Startup Pedia. 

Shabas knew he couldn’t do it alone. He reached out to his childhood friends - Sanu Muhammed, Thesreef Ali, and Irfan Safar. Together, they founded Fulva under Calicut Cousins Private Limited, with a vision to blur the gap between heritage and modernity.

Their goal was clear - to bring authentic Kerala flavours, especially Kozhikode Halwa, to the national forefront, while uplifting local artisans.

“Fulva is more than just a brand. It’s a bridge between Kerala’s traditions and modern market-based economy," explains Sanu Muhammed, one of the co-founders of Fulva.

The Battles Fought And Won: 

While 90% of India’s sweet market remains unorganised, the sector has been witnessing significant growth in recent years, with projections estimating that it will reach ₹84,300 crore by 2025 - according to a report by CNBCTV18.

However, starting a startup in India from scratch is never easy. The friends faced their first major hurdle when they tried to collaborate with local halwa manufacturers.

Shabas recalls, "The workshops were unorganised and unhygienic. It was hard to convince the traditional manufacturers to improve their practices."

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But they didn’t give up. Eventually, they managed to partner with a local manufacturer and transformed his workshop by introducing quality checks, best practices, and superior raw materials.

“We introduced SOPs, provided high-quality ingredients, and ensured that the halwa was cut into bite-sized pieces for better packaging,” Shabas further explains.

The results were astounding. The Kozhikode Halwa became travel-friendly, spill-free, and had a 40-day shelf life. Fulva began with just one SKU – a box of 24 assorted flavours of halwa, which remains a bestseller.

The Ramadan’s Blessing and A Big Breakthrough:

The biggest turning point yet for Fulva came this year during the Islamic holy month of Ramadan. The team launched the 'Empower by Fulva' campaign, involving over 40 local women homemakers who prepared meal boxes with Fulva branding. These boxes were sold by students at Kozhikode’s beaches, offering a way for people to break their fast during Iftar.

“This campaign was more than just a marketing effort. It was our way of giving back to the community where we grew up. We sold over 20,000 meal boxes and generated ₹48 lakhs in revenue. It was a true game-changer for us,” Irfan shares with Startup Pedia. 

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The campaign not only boosted sales but also cemented Fulva’s reputation as a brand that cared about its roots and community.

Fulva’s Products And Production Process In Detail:

Fulva’s commitment to authenticity is what sets it apart from other Indian food startups. The brand offers multiple varieties of Kozhikode Halwa, catering to various tastes. What started as a single product line has now expanded to over 20 SKUs, including diabetic-friendly options like the Black Jaggery Halwa.

"Our focus has always been on ensuring best-in-class quality. We want our 25,000 plus customers to experience the real taste of Kerala but with the convenience and quality standards of modern packaging," Shabas emphasises.

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Fulva's halwa production begins with a meticulous selection of premium ingredients like coconut oil, sugar, and maida. The maida then undergoes a gluten-removal process to ensure a lighter texture. Under strict hygienic conditions, a batter is prepared and left to rest overnight.

The next day, the batter is cooked over a high flame, transforming into a thick slime-like structure with a smooth consistency. This halwa is then poured into specially designed moulds to shape it into small blocks.

After a cooling period of 10-12 hours, the halwa is carefully cut into pieces and packaged in spill-proof containers, ready to be shipped across India.

Fulva’s Future Plans:

Currently, 90% of Fulva’s revenue comes from its Direct-to-Consumer (D2C) sales via its website, with the rest from corporate gifting partnerships (B2B).

Its gifting vertical has been highly effective, with 6 major corporate clients onboard. Fulva aims to expand this number to over 40 by the end of this financial year.

The brand is also eyeing international markets, especially Gulf countries, where there's a high demand for packaged sweets from Kerala.

“Our mission is to make Fulva the generic name for Kozhikode Halwa, not just in Kerala but across India,” says Sanu.

Some of the Fulva’s major goals during the ongoing financial year include the following:-

• Doubling its annual revenue to over ₹1.5 crore.

• Expanding to 30 SKUs, including fruit-flavoured halwa and options for children.

• Listing their products on e-commerce giants like Amazon and Flipkart.

• Seeking ISO certifications for their manufacturing units.

• Expanding into premium national-level retail chains and quick-commerce platforms like Blinkit, Zepto, and Instamart.

Fulva’s Journey In A Nutshell: 

Fulva’s unique journey is a roaring testament to how combining tradition with innovation can create something extraordinary. By focusing on quality, authenticity, and community engagement, this startup by friends has managed to clock an impressive ₹84 lakhs in revenue within its first year, with around 50% profit margins. 

The story of Fulva is not just about packaged sweets; it’s about four friends who took a bold step to change the narrative of an age-old delicacy that is considered the pride of Kozhikode. They proved that with the right mindset, even the most unorganised markets could be revolutionised.

“We’re not just selling halwa, we’re sharing a piece of our beloved culture and that’s what makes us stand out,” Shabas proudly shares.

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To achieve its ambitious goals, this bootstrapped startup is open to seeking funding to fuel its growth. The money would be used to expand manufacturing capabilities, enhance marketing efforts, and automate certain operations, enabling the company to scale up more efficiently.

As Fulva gears up for this next growth phase, the friends behind this Kerala startup have their eyes set on a bigger goal - to make Kozhikode Halwa a household name, not just in Kerala but across India and beyond.

With their dedication, innovative approach, and a story that blends tradition with modernity, they’re well on their way to achieving just that.

As the Indian startup ecosystem continues to evolve, Fulva’s journey serves as a reminder that sometimes, the best stories come from the heart - and in this case, right from the heart of Kozhikode.