The All England Lawn Tennis Club and Delhi-based Kuremal's Kulfi have launched a limited-edition Strawberries & Cream Kulfi in India.
This collaboration merges a British sporting tradition with Indian confectionery to engage one of the tournament's largest international fanbases. By adapting the iconic strawberries-and-cream treat into a kulfi format, Wimbledon is expanding its brand presence in a key growth market.
Kuremal's Kulfi is a 120-year-old [1] brand based in Delhi. The partnership pairs this heritage with the 149-year-old [2] history of the Wimbledon tournament. The resulting dessert is a kulfi version of the strawberries-and-cream treat typically served to spectators at the All England Club in London.
The move comes as the tournament seeks to deepen its connection with Indian viewers. India represents a massive segment of the event's global reach, with a unique audience of 82.4 million [3] viewers.
This limited-edition offering is available at the Kuremal's Kulfi shop in Delhi. The initiative celebrates the shared heritage of both institutions, one a pillar of global tennis and the other a staple of Delhi's culinary landscape, while bringing a taste of the London championships to the Indian capital.
“A kulfi version of Wimbledon’s iconic strawberries-and-cream dessert”
This partnership is a strategic branding exercise designed to monetize and solidify Wimbledon's popularity in South Asia. By leveraging a local heritage brand like Kuremal's, the All England Club is moving beyond broadcasting to create a tangible, cultural touchpoint for millions of Indian fans, effectively localizing a British luxury experience.
