Matchbox Label
ca. 1960 (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 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.
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 | |
Object type | |
Materials and techniques | Offset printed paper |
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, overlaying a white circle on a yellow ground, surrounded by thin black borders, the words ‘Chavi’ (also in Hindi), ‘Price Re. 0.06’ (paise) and ‘Matches’ (all in red) are printed around the key, as well as ‘The Pioneer Matchworks Sivakasi’ (in white text on a black panel) below. |
Dimensions |
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Content description | Matchbox label depicting a key |
Subject 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 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. |
Collection | |
Accession number | IS.13-2012 |
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Record created | December 17, 2012 |
Record URL |
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