When Wimbledon Went Desi
Although it seems like a unique collaboration between Wimbledon x Kuremal Kulfi (a 120-year-old kulfi shop in Delhi), this partnership between Kuremal and Wimbledon demonstrates how cultural traditions can cross boundaries and be preserved while remaining authentic heritage food by providing people the opportunity to experience both cultures through food. A collaboration that sounds unlikely but works Some brand partnerships seem so straightforward that they do not make the news. Others are so unexpected that they cause you to pause and re-read the headline. Wimbledon Kuremal Collaboration (a manufacturer of kulfi for over 120 years in Old Delhi) would fall into the latter. The AELTC is the home of the world’s oldest tennis tournament and is partnering with Kuremal Kulfi to provide a limited edition kulfi, specifically a “strawberries and cream” flavour. On the surface this looks like a strange marketing concept; however, these two brands share a common heritage and a real...