Love All, Serve Kulfi: Wimbledon’s Sweetest Collaboration. For generations, Wimbledon has been synonymous with pristine grass courts, white attire, and its iconic strawberries and cream. This year, the world’s oldest tennis tournament has surprised fans by giving that cherished British tradition an Indian makeover. Wimbledon has partnered with Delhi’s legendary Kuremal’s Mohan Lal Kulfi to introduce a special Strawberries-and-Cream Kulfi, blending two culinary traditions separated by thousands of miles but united by a love for timeless flavours.
The collaboration is far more than a limited-edition dessert. It represents a meeting of cultures, bringing together Wimbledon’s 150-year-old strawberries-and-cream tradition with Kuremal’s Mohan Lal century-old kulfi-making legacy.
By_ Dr. Namrata Mishra Tiwari, Chief Editor http://indiainput.com Desk
Wimbledon the home of strawberries & cream has partnered with Delhi’s iconic Kuremal’s Kulfi to create a strawberries-and-cream kulfi. A 150-year-old British tradition meets a century-old Indian one. An unexpected collaboration, to say the least! pic.twitter.com/2ZolSwx5pD
— Harsh Goenka (@hvgoenka) July 1, 2026
Why India Has Become Wimbledon’s Biggest Opportunity
India is no longer just another overseas audience for Wimbledon—it has become the tournament’s most significant international market.
With an impressive 82.4 million viewers, India recorded the largest global audience reach for Wimbledon outside its home market. The country’s growing interest in tennis, expanding digital consumption, and youthful audience make it one of the most attractive destinations for international sporting events.
Recognising this opportunity, Wimbledon is increasingly creating experiences tailored specifically for Indian fans.
From Centre Court to Chandni Chowk
The collaboration with Kuremal’s Mohan Lal Kulfi is a perfect example of localisation done right.
For over a century, Kuremal’s Mohan Lal has been delighting Delhi with handcrafted kulfis made from fresh fruits and traditional recipes. By combining rich, creamy kulfi with the refreshing taste of strawberries and cream, the partnership creates a dessert that feels both authentically Indian and unmistakably Wimbledon.
Instead of simply exporting a British tradition, Wimbledon has chosen to reinterpret it through an Indian lens.
Capturing the Indian Market: India has emerged as Wimbledon’s largest global market in terms of reach. The tournament reached 82.4 million viewers in India, making it a prime target for experiential marketing campaigns. pic.twitter.com/lqfjAByMIK
— Manoj K Jha aka Manu 😷 (@manojgjha) July 1, 2026
Food Becomes a Powerful Marketing Tool
Today’s sports fans want more than television broadcasts and merchandise. They seek memorable experiences that connect them emotionally to the events they love.
Food has emerged as one of the most effective ways to build that connection. The strawberries-and-cream kulfi allows Indian fans to experience a piece of Wimbledon without travelling to London.
It’s a textbook example of experiential marketing—turning a sporting tradition into a cultural experience that audiences can literally taste.
Tradition Meets Innovation
One of Wimbledon’s greatest strengths has always been its ability to preserve tradition while embracing change.
Whether introducing technology on court or expanding its global fan engagement, the tournament continues to evolve without losing its identity. Partnering with Kuremal’s Mohan Lal Kulfi demonstrates that even one of the world’s oldest sporting institutions understands the importance of cultural relevance.
The collaboration honours Wimbledon’s heritage while celebrating India’s rich culinary traditions.
The Future of Global Sports Is Local
As global sporting events compete for attention in emerging markets, localisation is becoming essential rather than optional.
By adapting iconic traditions to local cultures, organisations can create deeper emotional connections with fans. Wimbledon’s strawberries-and-cream kulfi is more than a clever dessert—it is a symbol of how international brands can respect local identities while expanding their global footprint.
Sometimes, the strongest bond between nations isn’t forged on the tennis court. Sometimes, it begins with a shared love for dessert.
Final Serve
The partnership between Wimbledon and Kuremal’s Moha Lal Kulfi proves that tradition and innovation can coexist beautifully. By blending British elegance with Indian craftsmanship, Wimbledon has found a delicious way to celebrate its fastest-growing audience—showing that the future of global sports lies not only in competition but also in meaningful cultural connections.
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