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Matchbox Label

ca. 1960 (made)
Artist/Maker
The Pioneer Matchworks, Sivakasi (made)
Unknown
Place of origin
Sivakasi (made)

Matchbox label for 'Chavi’ (key) matches. The owners of the Chavi brand have reported that a family elder suggested this name, with the key assisting in unlocking future successes for the company. However, the key as an icon on matchbox labels is popular both within India and other countries, such as Sweden where it arguably originated.


Object details

Categories
Labels & Packaging
Product Design
Object type
Matchbox label
Materials and techniques
Offset printed paper
Printed Paper
Printed
Brief description
Matchbox label for 'Chavi' (key) matches, Sivakasi, India, ca. 1960
Physical description
Matchbox label for 'Chavi’ (key) matches, the central image depicts a red key on a yellow background, within this central panel is the following text: Chavi (in Hindi), Damp–proof, The Pioneer Matchworks, Sivakasi, Price RE.06; a black border runs along the four edges of the label with the following text: Chavi, Superior quality, Safety matches; at each corner there is a swastika symbol.
Dimensions
  • Height: 34mm
  • Length: 51mm
Content description
Matchbox label depicting a key
Marks and inscriptions
Subject depicted
Key
Summary
Matchbox label for 'Chavi’ (key) matches. The owners of the Chavi brand have reported that a family elder suggested this name, with the key assisting in unlocking future successes for the company. However, the key as an icon on matchbox labels is popular both within India and other countries, such as Sweden where it arguably originated.
Bibliographic reference
Collection
South & South East Asia Collection
Accession number
IS.10-2012

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Record createdJuly 20, 2012
Record URL
https://collections.vam.ac.uk/item/O1248820/matchbox-label-unknown/
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