In the latest D2C news India and D2C startup news emerging from the country’s fast-evolving consumer food sector, Kerala-based confectionery brand Fulva has raised fresh funding from Aman Gupta through SailThru Ventures. The round also saw participation from investors and industry leaders including Prejith Narayan, the Salpido Brothers, Ajith Nair, and Rahul Mamman.
The investment marks an important milestone within the D2C ecosystem India, as traditional Indian food categories continue to evolve into modern consumer brands through storytelling, packaging innovation and digital distribution. Fulva plans to utilise the fresh capital to accelerate D2C expansion plans, strengthen marketing and brand-building initiatives, upgrade production facilities, and expand distribution across quick commerce platforms, online marketplaces and offline retail channels.
Founded in Calicut by childhood friends Shabas, Irfan, Thasreef and Sanu, Fulva is part of the growing wave of latest D2C startups reimagining traditional Indian foods for modern consumers. The brand focuses on premiumising halwa, one of India’s most iconic confectionery products, by combining heritage recipes with modern flavours, premium packaging and a global positioning strategy.
Within the broader D2C food and beverage brands category, Fulva has gained attention for its innovative approach to transforming a traditional dessert into a scalable Direct-to-consumer India food brand. The company launched with 24 varieties of halwa, blending classic preparation methods with contemporary flavours such as mango, tender coconut, grape, green chilli and dry fruits.
The brand initially started as a direct-to-consumer brand through its own website, demonstrating the growing importance of digital-first strategies within the D2C business India ecosystem. Since launch, Fulva has served more than 50,000 customers and shipped products to over 15 countries, highlighting the global potential of premium Indian confectionery.
According to the company, Fulva is currently growing at around 30% month-on-month and operates at an annual revenue run rate (ARR) of approximately ₹6.3 crore, reflecting strong early traction within the fastest-growing D2C brands segment.
Commenting on the investment, Aman Gupta noted that India’s traditional food categories present significant opportunities to build modern consumer brands. He emphasised that Fulva is successfully combining heritage products, storytelling and premium branding to create a differentiated offering in the market.
Across the broader D2C industry news landscape, investors are increasingly backing startups that modernise traditional products through D2C brand building stories, digital distribution and premium packaging. Fulva’s approach aligns closely with emerging D2C market trends 2025, where consumers are seeking authentic regional foods presented in modern formats.
Beyond individual consumers, the company has also seen rising demand from corporate gifting buyers, event organisers and premium hospitality partners, expanding its revenue channels beyond conventional retail.
To maintain consistency while scaling, Fulva focuses on standardising recipes and production processes while ensuring consistent taste and quality across batches. The brand also places strong emphasis on packaging that is designed for portability, gifting and international shipping, supporting its global expansion ambitions.
As part of its D2C product launches and expansion strategy, the company has also been experimenting with new formats including halwa-stuffed dates and coconut-based Coco Bites, inspired by Lakshadweep-style halwa traditions.
Looking ahead, Fulva plans to introduce a wider range of regional and global halwa varieties including Tirunelveli halwa, Bombay (Karachi) halwa, gajar halwa, Omani halwa and Turkish halwa, all reimagined for modern consumers. These upcoming launches reflect the brand’s ambition to build a global confectionery brand rooted in Indian culinary heritage.
Within the rapidly evolving Direct-to-consumer India market, Fulva represents a new generation of premium D2C brands India that blend culture, storytelling and product innovation. As the Indian D2C updates ecosystem continues expanding, brands like Fulva demonstrate how traditional foods can be transformed into scalable consumer startups with strong digital reach.
For investors and observers tracking India’s D2C market news and insights, Fulva’s growth highlights a broader trend: the emergence of culturally rooted food brands that leverage D2C go-to-market strategies, influencer-driven storytelling and omnichannel distribution to reach modern consumers across India and global markets.
