Halwa hustle: How four friends turned a ₹30k investment into multi-crore brand

KOZHIKODE: They studied Computer Science, Multimedia, and Commerce. However, for Sanu Muhammad, Shahabas, Irfan, and Tashreef—four friends from Chaliyam—success was found in the sweetness of Kozhikodan Halwa. What began two years ago as a small venture with a combined investment of ₹30,000 each has now transformed into "Fulva," a thriving startup in the food industry.

The brand recently gained significant recognition when the Election Commission chose Fulva Halwa as a gift for first-time voters during the State Legislative Assembly elections. Primarily operating through online orders, the company has also established a strong physical presence with 10 outlets across Kerala, including locations in Kottayam, Kochi, Thrissur, Kozhikode, and Malappuram.

Rapid financial growth

The startup’s financial trajectory is impressive. In the last financial year, Fulva recorded a turnover of ₹3.9 crore, up from ₹1.34 crore the previous year. For the current fiscal year, the founders are aiming for an ambitious target of ₹20 crore. Their confidence is further bolstered by the support of prominent investor Aman Gupta, who has joined the company as a shareholder.

The Kashmir trip that changed everything

The turning point for the business came after the COVID-19 lockdown when Shahabas travelled to Kashmir. There, he befriended a local farmer named Hassan Bhai, who specifically requested authentic Kozhikodan Halwa. This resonated with Sanu’s experiences during college in Ernakulam, where classmates often asked him to bring the local delicacy. These interactions sparked an idea.

The group decided to learn the craft of halwa making from scratch. They began by taking over a local shop that was on the brink of closing. In the early days, the four friends handled everything—from cooking and cutting to packing and delivery. Today, the company employs 45 staff members.

Modern twist on tradition: 25 varieties

Fulva prides itself on using healthy ingredients and natural colours. Their catalogue features 25 distinct varieties, including Bombay Halwa, Lakshadweep Halwa, Almond, Tender Coconut, and Cashew. The pricing is structured to cater to different segments:

- 200g pack: ₹199

- 490g pack: ₹590

- 800g pack: ₹1,100

- 2kg (Assorted 24 varieties): ₹1,500

Looking ahead, the team plans to expand their health-conscious line by introducing sugar-free and protein-enriched halwa options soon.