Aman Gupta Hooks Kozhikode’s Iconic Sweet Brand: boAt Co-founder Invests in Fulva Halwa

Kozhikode: In a move that harmoniously blends the high-octane world of modern venture capital with the centuries-old culinary traditions of Kerala, Aman Gupta, the co-founder of boAt, has officially entered the premium confectionery sector. The entrepreneur, who has become a household name through his leadership in the electronics industry and his role on Shark Tank India, has joined Fulva by Calicut Cousins as a strategic investor.

The partnership marks a significant milestone for the Kozhikode-based brand, which has been on a mission to modernise and globalise the legendary “Kozhikodan Halwa”—a sweet that has defined the cultural and gastronomic identity of Northern Kerala for generations.

The story of Fulva is not one of corporate boardrooms, but of local roots. Founded by four childhood friends— Shabas NC, Irfan, Thasreef, and Sanu — the brand began with a simple, albeit ambitious, conviction: that halwa deserves a much larger stage.

Reflecting on the early days of the venture, Shabas NC, Founder at Fulva, shared that the project did not commence with a perfect blueprint or massive institutional funding. Instead, it grew out of endless discussions regarding taste, culture, and the potential for a traditional staple to be reimagined as a modern luxury brand.

“We began with something simple,” Shabas noted in a recent update. “A belief that halwa deserves a bigger story. There were many days of uncertainty, but one belief kept us going: if we stay honest to the product and to people, the journey will find its way.”

That journey has now found its way to Aman Gupta. Investing through SailThru Ventures, Gupta’s involvement is seen as a major validation of the “premiumisation” trend currently sweeping through India’s traditional food sectors. The investment round also saw participation from a distinguished group of industry leaders, including Prejith Narayan, the Salpido brothers (Nazim Backer TP and Ijas Musthafa), Ajith Nair, and Rahul Mamman, the latter of whom has been a steadfast supporter of the founders since their inception.

For decades, Calicut Halwa was primarily a street-side treasure. Visitors to the historic SM Street (Mittai Theruvu) would find the translucent, oily delicacy wrapped in basic plastic or paper. While the taste was undisputed, the branding remained stagnant.

Fulva has radically transformed this experience. By moving the product into high-end retail environments—such as the HiLITE Mall—and employing sophisticated, gift-ready packaging, they have successfully shifted halwa from a casual purchase to a premium confectionery item suitable for international export and corporate gifting.

The brand’s name itself is a nod to this aesthetic evolution. “Fulva” is derived from the Latin word for a tawny, amber, or reddish-yellow colour. It is a fitting descriptor for the rich, shimmering hues of the traditional “Black Halwa,” made with jaggery and slow-cooked in pure coconut oil.

The company launched with an impressive portfolio of 24 premium varieties. While they remain fiercely loyal to the “original” recipes involving wheat and coconut oil, they have introduced contemporary flavours to appeal to a global palate, including Mango, Tender Coconut, Grape, and even Green Chilli. This blend of authenticity and innovation has allowed them to serve over 50,000 customers and ship to more than 15 countries in a remarkably short period.

The timing of this investment coincides with a new chapter in Aman Gupta’s own career. As of March 2026, Gupta has transitioned into a non-executive Director role at boAt (Imagine Marketing Services), the company he steered to become India’s leading personal audio and wearable brand.

While boAt prepares for a highly anticipated IPO, Gupta has shifted his focus toward nurturing the next generation of Indian startups through his new venture, Offbeat Studios, and his continued presence as a “Shark.”

“Aman, everyone knows why you chose to back Fulva… because sweet people always love Fulva,” Shabas NC remarked, welcoming the “Shark” to the “Calicut Cousins” family.

The involvement of such a high-profile investor is expected to provide Fulva with the momentum required to scale its operations further. Beyond individual consumers, the brand has already witnessed strong demand from event organisers and premium hotels that have begun featuring Fulva halwa on curated dessert menus.

Here is the full LinkedIn post by Shabas NC:

“Aman, everyone knows why you chose to back Fulva…
because sweet people always Love Fulva.
And today, we are excited to share the news.
boAt Lifestyle co-founder Aman Gupta joins Fulva | by Calicut Cousins as an investor.
And it takes us back to where it all started.
The story of how we four friends started by making hashtag#halwa and selling it.
When we started Fulva | by Calicut Cousins, we did not begin with big funding or a perfect plan.
We began with something simple. A belief that halwa deserves a bigger story.
Four friends.
A small idea.
Endless discussions about taste, culture, and how a traditional sweet could become a modern brand.
There were many days of uncertainty.
But one belief kept us going. If we stay honest to the product and to people, the journey will find its way.
Today, that journey reaches another exciting milestone.
Aman Gupta joining Fulva as an investor adds great momentum to the journey we have been building.
It is also a strong belief that a traditional sweet like halwa can become a modern global brand. That is the dream we are building with Fulva.
A global halwa brand bringing hashtag #halwas from different cultures to the hashtag #world with authenticity and a modern touch.
Along this journey, we were fortunate to have people who believed in this vision and chose to support it.
A heartfelt thank you to Prejit Narayan, the Salpido brothers Nazim Backer TP and Ijas Musthafa, Ajith Nair, Rahul Mamman and Prateek Nijhawan for believing in what we are building and for being part of this journey.
Rahul Mamman has been with us from the early days and has helped us throughout this journey.
And about Prejit Narayan, Nazim Backer TP, and Ijas Musthafa, there is much more to say than what words can capture here. Their support and belief mean a lot to us, and we will share that story in detail soon.
And this is just the beginning.
Grateful to everyone who supported us, believed in us, and became part of the Fulva journey.
From hashtag #Calicut to the hashtag #world, the journey continues.”