The story behind Wimbledon’s collaboration with a 120-year-old Delhi kulfi shop
Wimbledon is known for its traditions. From the all-white dress code to the famous strawberries and cream, the tournament has carefully preserved its identity for more than a century. But this year, one of its oldest traditions received an Indian touch. The All England Lawn Tennis Club partnered with Delhi’s 120-year-old Kuremal Mohanlal Kulfi Wale to launch a limited-edition Strawberries and Cream Kulfi, bringing together one of Britain’s most iconic sporting traditions and one of Old Delhi’s most famous dessert brands. The collaboration is part of Wimbledon’s effort to connect with its growing Indian audience by giving one of its most famous traditions a local flavour. Kuremal Mohanlal Kulfi Wale was founded in 1906, when Kirorimal, popularly known as Kuremal, began selling kulfis from an earthen matka in the narrow lanes of Chawri Bazaar as a seasonal summer business. In 1940, the family opened its first permanent shop, which still operates today. Over the years, the brand became famous for its stuffed fruit kulfis. Instead of simply mixing fruit pulp with milk, the shop hollows …
