Kuremal Kulfi, a historic Delhi brand, has partnered with Wimbledon to launch a limited-edition Strawberries & Cream kulfi dessert in India.
The collaboration blends a British sporting tradition with Indian confectionery to engage a massive local audience during the tennis tournament. It marks a rare intersection between a 149-year-old global sporting event [3] and a 120-year-old local business [2].
The new offering is a "desi" version of the iconic strawberries and cream treat traditionally served at the Wimbledon championships. The limited-edition kulfi is priced at Rs 80 [1].
This partnership leverages the significant reach of the tournament within the region. Wimbledon currently sees a viewership of 82.4 million in India [4]. By bringing a taste of the London tournament to the streets of Delhi, the two heritage brands aim to celebrate their shared longevity—though they operate in entirely different industries.
Kuremal Kulfi has maintained its presence in Delhi for 120 years [2]. The brand's ability to adapt traditional flavors to modern, global partnerships allows it to maintain relevance while preserving its heritage. The Strawberries & Cream kulfi serves as a cultural bridge, translating a Western summer staple into a frozen treat suited for the Indian climate.
“The limited-edition kulfi is priced at Rs 80.”
This collaboration highlights the growing trend of global sports brands seeking hyper-local partnerships to penetrate the Indian market. By aligning with a heritage brand like Kuremal, Wimbledon converts passive viewership into a tangible consumer experience, tapping into the emotional connection Indian fans have with both the tournament and local culinary traditions.
