The iconic Kozhikodan halwa is getting a modern makeover thanks to Fulva, a startup founded by four childhood friends known as the "Calicut cousins." Launched in September 2023, the brand has quickly moved from sourcing local sweets to standardizing its own production of over 24 unique flavors. While they respect tradition with the classic black halwa, Fulva has gained a cult following for daring varieties like green chili, passion fruit, and strawberry. Their journey reached a milestone on March 28, 2026, when it was revealed that entrepreneur Aman Gupta invested in the firm after being impressed by a gift box from a distributor.

Fulva's vision extends far beyond the famous "Mittai Theruvu" (Sweet Meat Street). Currently producing up to 1,000 kilograms daily, the startup is eyeing international markets and quick commerce platforms to make halwa a household staple. By offering everything from single-variety budget boxes to premium 24-flavor assortments, they are successfully pivoting halwa from a vacation souvenir to a daily delicacy. With Aman Gupta’s strategic backing, the brand aims to explore other regional varieties like Tirunelveli and Omani halwa, proving that even the most traditional Indian snacks can become "disruptive" global brands with the right mix of innovation and mentorship.