This strawberries and cream kulfi delivers

It’s officially sports season, with the ongoing star-studded Grand Prix and the FIFA World Cup that’s got Indian fans messing up their sleep cycle. And, of course, there’s Wimbledon serving surprises and looks we are fully on board with.

Some traditions become so synonymous with an event that they’re impossible to separate from it; and Wimbledon is full of them. Be it the all-white uniforms, Rufus the resident hawk, or the iconic strawberries and cream.

This year, the nearly 150-year-old Wimbledon Championships staple has been reimagined for the Indian palate. We’re talking a strawberries and cream kulfi.

Wimbledon has collaborated with Delhi’s Kuremal's Kulfi, a century-old kulfi brand with a flagship in Chawri Bazar, famous for its stuffed natural kulfis. “The collaboration didn’t come easy,” says Vishal Sharma, director, Kuremal's Kulfi, over the phone. Wimbledon’s marketing team contacted them about three months ago; at first, Sharma dismissed it as a prank. Then began the process of bringing home this Victorian tradition of snacking on strawberries and cream. “They tried a couple of dessert iterations with the iconic snack, but only kulfi blended this age-old tradition perfectly with our Indian culture,” added Sharma.

After almost a month of sampling, the strawberries and cream kulfi was launched two days ago at the brand’s Hauz Khas Market, Bengali Market, Connaught Place, and Chandni Chowk outlets. Available only till July 12, the flavour is flying off the freezers. (For now, Kuremal's is producing over a thousand sticks a day.) “People are calling us all day long asking for deliveries,” Sharma adds.

This, however, isn’t the first time the Wimbledon has come home; players’ names were once imprinted onto a six-yard handloom sari, and the iconic green and purple towels are made in India by Welspun. We’ll wait to see what’s next.

The strawberries and cream kulfi is priced at ₹80. To place your order, call 9999444694 or visit the select stores