When Covid-19 struck, Singapore entrepreneur Push Sharma found himself consuming turmeric in pills, powders and capsules in the hope of boosting his immunity.
There was just one problem: It felt too much like taking medicine.
At the same time, mask-wearing meant Mr Push and his family were consuming plenty of breath mints. Looking at the empty packets piling up at home, he noticed many contained sugar or ingredients he did not particularly like.
That sparked an unusual thought: Why not combine turmeric and a breath mint?
The idea eventually became Haldy – its name combining haldi, the Hindi word for turmeric, with “healthy” – which Mr Push describes as the world’s first sugar-free turmeric mint.
“I realised that on one hand we need to consume turmeric like a medicine on a daily basis... and on the other hand we’re eating sugary mints to keep our breath fresh,” he said.
His aim was to solve both problems with something “tasty, refreshing and convenient”, but without turmeric’s characteristic aftertaste or teeth staining.
Mr Push, who returned to Singapore from China in June 2020, had no experience developing fast-moving consumer goods and no manufacturing contacts.
Working initially with an R&D team in India before eventually manufacturing the mints in China, he spent two years on formulation, consumer trials and packaging before launching Haldy on Feb 1, 2023.
One challenge was ensuring Haldy remained a breath mint rather than becoming positioned as a therapeutic supplement. Mr Push has deliberately avoided making health claims.
High-quality curcumin extract was incorporated into the formulation, while considerable attention went into creating recyclable tin packaging smaller than a credit card.
“I did not want to shortchange on the production or approval process or compromise on quality or ingredients,” he said.
Singapore also presented an interesting market opportunity. With chewing gum restricted, mints are a natural alternative for people looking to freshen their breath.
Haldy currently comes in four flavours – Lemon, Berries, Peppermint and Apple Cinnamon – with around 40 mints in each S$5 pack.
But convincing consumers that turmeric belonged inside a mint required some work.
Haldy made its public debut at Boutique Fairs Singapore in March 2023 and sold out during the three-day event. A month later, Mr Push took the product to ISM Cologne in Germany, one of the world’s biggest confectionery and snack fairs.
The company subsequently targeted health and fitness consumers, with Mr Push saying sales and volumes have recorded double-digit percentage growth year on year.
Rather than competing immediately for expensive supermarket shelf space, the bootstrapped startup adopted unconventional sales channels.
Its Singapore partners have included Singapore Airlines’ KrisShop, Design Orchard, Fitness First, The American Club, SaladStop!, Ryan’s Grocery and hotels including 21 Carpenter and The Frasers House.
The company has also broken even, which Mr Push considers particularly significant for a lean startup operating amid uncertain global economic conditions.
Haldy was recently appointed official wellness partner of the Singapore National Rugby League, putting its logo on the national league’s jerseys.
Retail partner Joyce Teh, founder and CEO of LOOQAL, said Haldy had successfully transformed a traditional remedy into a contemporary product.
“Haldy’s beautifully packaged turmeric mints pay homage to heritage remedies, turning a healthful ritual into a thoughtful and meaningful gift,” she said.
Recognition has also come through a string of awards, including the Singapore SME 500 Award in 2023 and Singapore Spirit of Enterprise NEO Startup Award in 2024. Haldy received the AmCham CARES Distinction Award for CSR in 2026 and was recognised as an NVPC Singapore Company of Good for 2025-2027.
The next challenge is international expansion.
Haldy has entered Malaysia, initially through Pasar Besar and premium grocer QRA in Kuala Lumpur. In July 2026, it reached a major milestone by launching in AEON supermarkets.
“To be listed in one of Asia’s largest retail chains is no ordinary feat and something we don’t take for granted,” Mr Push said.
Plans for the United States and Middle East have been deferred amid geopolitical and tariff uncertainties, but Mr Push remains determined to turn Haldy into a global brand.
His entrepreneurial journey began long before Haldy. After completing a master’s degree at Columbia University in New York, Delhi-born Mr Push moved with his family to Singapore in 2006 and worked with a Singapore-headquartered real estate private equity firm. He then lived in Hong Kong and China with his family from 2013 to 2020 before returning to Singapore. Haldy is his third startup.
The Singapore permanent resident has also turned author. During the pandemic, Mr Push wrote his debut novel, Harried to Be Married, which explores Indian family traditions, arranged marriage, love and personal choice.
He jokingly describes the book as his “second Covid-19 baby”.
The first, of course, was Haldy.
For aspiring entrepreneurs hoping to transform an everyday frustration into a business, Mr Push’s advice reflects Haldy’s own beginnings.
“You must understand the ‘why’. Keep it simple. Don’t try to do too much at once.”
