As the train pulled into the platform at Kozhikhode, the unmistakable aroma of coconut oil, caramelized sugar, and slow-cooked flour drifted through and drifted through the air like a mist and wrapped around Hamza Shaheem like a long-lost embrace. As he strolled down the familiar borough of ‘Mittaiteruvu’ (Sweet Street), he saw a never-ending blur of colour forged by neatly stacked squares of vibrant halwa. The street was conceived during the rule of the Zamorin. The ruler invited Gujarati sweetmeat makers to set up a shop in the city. For 500 years this was on the shelves of Halwai’s in Khozikhode.

“I remember if anyone in my family was going abroad, the first thing they always bought to take along was the Kozhikode halwa. We grew up with it, and the different flavours of the halwa have always made us huge fans,” says Thesreef.

Kerala natives and childhood friends—Shabas Ahammed, Sanu Muhammed, Thesreef Ali, and Irfan Safar—turned a moment of disappointment into a ₹84 lakh success story with their startup, Fulva, a food-tech venture rooted in tradition. What began as a realization of an unfulfilled demand soon transformed into a mission to bring the authentic flavours of Kerala to a wider audience.

On a trip to Kashmir, Shabas Ahammed was caught off guard by an unexpected sight. A local family, who had once eagerly requested him to bring back Kozhikode Halwa, had somehow managed to get their hands on the famed sweet. But instead of feeling pride in seeing his hometown delicacy travel so far, he felt a pang of disappointment. The halwa, known for its rich flavours and heritage, looked unappealing—poorly packaged, lacking the vibrancy and charm it deserved.

That moment sparked an idea. Traditional foods like Kozhikode Halwa weren’t just about taste; they needed the right presentation to preserve their legacy and appeal to modern customers.

Rather than overlooking the gap in the market, they saw it as an untapped opportunity. With a vision deeply tied to nostalgia and culinary heritage, they built a thriving business, maintaining an impressive 50% profit margin in their first year. Now, with their sights set higher, the founders aim to double their annual revenue to over ₹1.5 crore, proving that sometimes, the simplest ideas—when paired with passion and purpose—can yield the sweetest success.

Fulva stays true to its roots by preserving the authentic flavours of Kozhikode Halwa while offering a variety of options to suit different tastes. What started as a single product has now grown into a diverse range of over 20 flavours, including a special variant crafted for diabetics.

To ensure an authentic taste of Kerala, Fulva relies on premium-quality ingredients and modern packaging techniques. The halwa is made using coconut oil, sugar, and maida, which undergo a refining process to achieve a lighter texture. Once the batter is prepared, it is left to rest overnight before being cooked. The halwa is then shaped into blocks, allowed to cool for 10-12 hours, and meticulously packed in spill-proof containers to ensure safe delivery across India.

Fulva earns the majority of its revenue through direct selling, while corporate gifting is another major avenue for business. They have 4 clients as of 2024 and want to reach 40 clients by the end of the year. Additionally, it wants to reach the international market in Gulf Countries with excessive demand for Kerala’s packaged sweets. They want to place their product in e-commerce platforms like Amazon and Flipkart and also want ISO certification for their manufacturing units and enter premium retail chains and quick commerce platforms like Blinkit, Zepto, Instamart etc.