Why a Wimbledon-themed kulfi is becoming a social media moment in Delhi

Karan Marwah, a food creator, explains why Kuremal’s new strawberry-and-cream kulfi is striking a chord in Delhi. ‘It is popular because of the cultural moment it brings to India, and the social currency each stick gives to consumers for being a part of a trend. The collaboration works because it goes beyond the obvious. You’d expect a Wimbledon-inspired dessert from an international ice cream brand, but instead it has been interpreted through something as rooted in Delhi as a kulfi. It brings together the global spirit of Wimbledon and Kuremal’s legacy, giving customers the best of both worlds,’ he says.

The limited-edition flavour, launched at Kuremal’s Connaught Place outlet during the Wimbledon Championships, blends the tournament’s iconic strawberries-and-cream snack with a classic Delhi summer dessert, featuring pieces of strawberry throughout the kulfi.

A Wimbledon-themed standee outside the shop has also become a popular photo spot, with visitors stopping to capture the experience while indulging in the kulfi.

Kuremal’s, one of Delhi’s oldest kulfi makers, launched the flavour during the tournament’s run and the city’s peak kulfi season, drawing both tennis fans and dessert lovers to the outlet.