Wimbledon and Delhi-based kulfi maker Kuremal's have launched a limited-edition "Strawberries & Cream Kulfi" dessert in India [1, 2].
This partnership blends two distinct heritage brands to introduce a culturally adapted version of the iconic British strawberries and cream for Indian consumers [2]. By merging a global sporting symbol with a local culinary staple, the collaboration targets a fusion of international prestige and regional tradition.
Wimbledon, a brand with a 149-year history [2], is known for its strict adherence to tradition, specifically the serving of strawberries and cream during its annual tournament. Kuremal's brings a similarly deep legacy to the partnership, operating as a kulfi maker for 120 years [2].
The new dessert transforms the classic British treat into a kulfi, a traditional Indian frozen dairy dessert. This adaptation allows the flavors associated with the lawns of SW19 to be experienced through the textures and techniques of a Delhi street-food institution [1, 2].
The collaboration was announced in July 2024 [1]. It represents a strategic move to bridge the gap between British sporting culture and the Indian market through a shared appreciation for heritage, and luxury confectionery [2].
“A limited-edition collaboration that turns Wimbledon’s classic strawberries & cream into a kulfi dessert”
This collaboration signals a trend of 'heritage fusion' where global brands leverage local artisanal legacies to enter new markets. By partnering with a century-old local business rather than a mass-market retailer, Wimbledon associates its brand with authenticity and craft in India, potentially increasing the tournament's cultural resonance beyond the sport of tennis.
