It all began with a promise made in the snow-capped valleys of Kashmir — a promise wrapped in warmth, friendship, and a chewy, sweet longing.
During a college trip to Kashmir, a young traveler from Kozhikode Shahabaz encountered a local farmer’s family whose generosity left an indelible mark. When leaving, the farmer’s children made a heartfelt request: “Next time, bring us that soft fluffy sweet from your place.” They meant the famous Kozhikodan halwa — a sticky, rich delight known across Kerala. Moved by their kindness, the student vowed to return with the treat.
The next opportunity came during the final year of college. Eager to fulfill the promise, he scoured the streets of Kozhikode for the perfect box of halwa. But the reality was disheartening — poor packaging, oily textures, and an overall lack of the quality worthy of gifting. He ended up carrying chips instead, only to have them crushed and unpresentable. The gift never reached Kashmir. The promise was broken, but an idea was born.
Back home, over casual cups of tea, he shared his disappointment with his childhood friends — Sanu, Thasreef, and Irfan. It wasn’t just about a missed gift anymore. It was about the untapped potential of Kozhikode’s most iconic sweet — the halwa — and the glaring absence of premium packaging, innovation, and global appeal. Together, the four friends decided to change that.
The Birth of Fulva — Sweetness with Soul
In September 2023, the journey began. Fulva — a brand rooted in nostalgia and blossomed with vision — was launched in the heartland of halwa itself, Kozhikode. A brave move, given the city’s saturated halwa market, but Fulva had something different to offer: variety, quality, modern aesthetics, and heartfelt storytelling.
The first product was an assorted halwa box in a thoughtfully designed premium package. It wasn’t just about taste — it was about evoking memories, expressing gratitude, and celebrating tradition. From the start, Fulva caught the public eye. It quickly found its place in corporate gifting, weddings, and festive hampers. Even Milma partnered with the brand. During the Nava Kerala Sadas, Fulva’s halwa was gifted to ministers in Beypore Mandalam — a proud moment for a venture born out of love.
From Kozhikode to the World
Fulva didn’t stop at Kozhikode. Today, the brand operates in 7+ countries and is actively expanding. Their vision? To elevate Kozhikodan halwa to the global stage — much like what Belgium did with chocolate.
They’ve reimagined halwa in more than 30 variants, ranging from the beloved traditional black halwa to bold blends like halwa-stuffed Medjool dates, mango halwa, jackfruit halwa, and even healthy options for the wellness-conscious generation. Their seasonal campaign, “Mambazhakalam”, invites Keralites into a nostalgic embrace of childhood summers with mango and jackfruit-based halwas — a campaign as warm as the monsoon rains.
What sets Fulva apart is its commitment to bridging tradition with innovation. Their team personally travels to cities like Hyderabad, Bombay, and Thirunelveli to explore regional halwas and integrate their essence into Kozhikode’s recipe legacy — adapting traditional methods with modern twists while staying true to authenticity.
A Global Sweet Dream
What began as a missed gift is now a mission: to make Fulva a global sweet brand. Plans are underway to open outlets in Bangalore, Chennai, and Oman, with export strategies also in motion. The dream is not just to sell halwa — but to create a culture around it. A lifestyle. A memory. A moment. Something sweet enough to cross borders, touch hearts, and bring people together.
From the warm hearths of Kozhikode to the bustling markets of the world, Fulva is not just crafting halwa — it’s crafting heritage in a box.
