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Matchbox Label

20th century (made)
Artist/Maker
Place of origin

Indian matchbox covers form part of India’s vibrant popular visual culture. These small boxes, sold for a few pence, are bold and colourful, some simple and naïve, others more complex and detailed. The images range from gods and goddesses, women, flowers, fruits, monuments, transport, tools, consumer goods and more. Successful covers are continuously copied and there can be endless variations of one particular image produced by rival companies. Many covers have a ‘retro’ feel about them because of this copying process, this also makes them difficult to date. Despite their ephemeral nature, they can convey historical, political and social information. Matchbox art dates back to the 1920s when India began producing its own matches from factories in Calcutta in Bengal and Sivakasi in Tamil Nadu. Prior to this, matches were imported from Europe, mainly Sweden, and Japan. Early images reflect themes of nationalism while more recent images include planes, motorcycles and trucks.

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
Object type
Materials and techniques
Offset printed paper
Brief description
Matchbox label for 'Lock Safety Match Special Quality', Elayirampannai, India, 20th century
Physical description
Matchbox label for ‘Lock Safety Match Special Quality’, the central image depicts two red keys, one of the keys is inserted into a black lock, whilst the other hangs below, on a yellow ground; the borders of red and black surround the central design and there is a star in each corner; the words ‘Lock’ in Hindi (in red), ‘50’s retail price 15 Ps’ (paise) (in black) and ‘Ratna Match Industries, Elayirampannai’ (in red) surround the lock and keys; along the four edges of the label is a black border with the wording ‘Lock Safety Match Special Quality’ in yellow.
Dimensions
  • Height: 31mm
  • Width: 43mm
Content description
Matchbox label depicting a lock and keys
Subjects depicted
Summary
Indian matchbox covers form part of India’s vibrant popular visual culture. These small boxes, sold for a few pence, are bold and colourful, some simple and naïve, others more complex and detailed. The images range from gods and goddesses, women, flowers, fruits, monuments, transport, tools, consumer goods and more. Successful covers are continuously copied and there can be endless variations of one particular image produced by rival companies. Many covers have a ‘retro’ feel about them because of this copying process, this also makes them difficult to date. Despite their ephemeral nature, they can convey historical, political and social information. Matchbox art dates back to the 1920s when India began producing its own matches from factories in Calcutta in Bengal and Sivakasi in Tamil Nadu. Prior to this, matches were imported from Europe, mainly Sweden, and Japan. Early images reflect themes of nationalism while more recent images include planes, motorcycles and trucks.

The key as an icon on matchbox labels is popular both within India and other countries, such as Sweden where it arguably originated.
Collection
Accession number
IS.12-2012

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Record createdDecember 17, 2012
Record URL
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