Wimbledon and Kuremal's Kulfi have partnered to bring a reimagined version of the tournament's iconic strawberries-and-cream dessert to Delhi [1, 2].
The collaboration merges two distinct cultural legacies to introduce a British sporting tradition to Indian consumers through a local culinary lens. By transforming a classic fruit-and-cream dish into a kulfi, the partnership leverages the heritage of both institutions to create a cross-continental appeal.
This initiative blends the history of Wimbledon, which is 149 years old [1], with the legacy of Kuremal's Kulfi, a brand with a 120-year history [1]. The project focuses on translating the sensory experience of the London-based tennis tournament into a format familiar to the residents of Delhi.
Kuremal's Kulfi is known for its long-standing presence in the Indian dessert market. The partnership uses this expertise to adapt the flavor profile of the traditional British treat, typically fresh strawberries and thickened cream, into the denser, frozen consistency of traditional kulfi [1, 2].
The collaboration was first detailed in reports from 2024 [1]. It represents a strategic effort to connect the global brand of the Wimbledon championships with the local street-food culture of India. The dessert serves as a culinary bridge between the heritage of the All England Lawn Tennis and Croquet Club and the artisanal traditions of Delhi's dessert makers [1].
“Wimbledon and Kuremal's Kulfi have partnered to bring a reimagined version of the tournament's iconic strawberries-and-cream dessert to Delhi.”
This partnership demonstrates a trend in 'heritage branding,' where two long-established institutions use their historical prestige to enter new markets. By adapting a specific cultural symbol—strawberries and cream—into a local delicacy, Wimbledon expands its brand visibility in India beyond sports fans and into the lifestyle and culinary sectors.
