It begins, as many issues in India do, at a tea stall.
You’re ready for chai. Somebody lights a cigarette. A matchbox slides throughout the counter — torn on the edges, its label peeling. A tiger mid-prowl. A goddess frozen mid-blessing. You’ve seen them 100 instances, however by no means actually regarded. When you do, they’re onerous to unsee.
Tiny as they’re, Indian matchboxes have carried mythology, politics, popular culture, and even rise up to the forefront of our minds. Of their prime, they had been moveable postcards of the nation’s creativeness.
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At the moment, a handful of collectors, artists, and design educators are working to make sure these two-inch canvases don’t disappear in a puff of smoke.
The collector who struck a spark
Mukul Mittal nonetheless remembers the second this interest lit up for him: “It began fairly randomly about 10 years in the past on the Pushkar Mela. I noticed tattered matchboxes scattered on the bottom. Every had a special illustration, and that immediately caught my eye. I grew to become interested in what made its approach onto these tiny canvases.”
Since then, he’s collected lots of – some picked up on his travels, others gifted by buddies. His Instagram web page, Maachis Man, is a pleasant archive of classic designs. A part of his assortment is even displayed at his brother’s vinyl retailer in Delhi.
At the moment, a handful of collectors, artists, and design educators are working to make sure these two-inch canvases don’t disappear in a puff of smoke. (Picture credit score: Maachis artwork/Sonal Nagwani)
“Truthfully, I didn’t even know the interest had a reputation till a lot later,” he mentioned, including, “Folks not often take note of the artwork on a matchbox; it’s taken with no consideration. However guests typically discover a private reference to one design or one other. Some even take them residence as souvenirs.”
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From Sivakasi to Swadeshi
India’s love for matchbox artwork goes again greater than a century. Within the early 1900s, most labels had been imported from Sweden and Japan. However quickly, Indian printers, particularly in locations like Calcutta and later Sivakasi, began creating their very own designs.
“India’s matchbox artwork scene is as layered because the nation itself,” mentioned professor Chavi Sood, who teaches design at Alliance College. “What started as native adaptation advanced right into a miniature artwork motion. Labels featured gods, freedom fighters, animals, trains, movie stars, client items, and even political symbols.”
By the mid-Twentieth century, matchboxes grew to become tiny time capsules. “They grew to become storytelling instruments carrying cultural goals, public messages, and private fantasies into on a regular basis life, and mirrored every little thing from nationalism to modernisation – Charkha one yr, a Maruti automobile the subsequent,” mentioned Sood.
Childhood nostalgia-turned design revival
For Sonal Nagwani, co-founder of the design challenge Maachis (with Kevin Thomas), the fascination started in childhood. “Maachis actually started in these moments at paan retailers and tea stalls, flipping via matchboxes, choosing out vibrant designs,” she recalled.
Years later, as a designer, these childhood reminiscences discovered a brand new expression. Impressed by on-line archives and encounters with artists like Farid Bawa, who revived Indian truck artwork, she and Thomas began Maachis to protect the matchbox aesthetic.
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“It struck us how matchbox labels, truck panels, outdated textile patterns, and calendar prints as soon as spoke a vibrant visible language, now fading below the tide of digital mass manufacturing,” she mentioned. They’ve since turned outdated labels into posters, zines, and even residence décor, every bit carrying a little bit of historical past with it.
“The response to the artwork has been surprisingly emotional. We’ve seen how a tiny matchbox can spark connection –– between generations, between strangers, between previous and current. For a lot of, it looks like rediscovering a language they by no means knew they’d forgotten,” Nagwani advised indianexpress.com.
By the mid-Twentieth century, matchboxes grew to become tiny time capsules. “They grew to become storytelling instruments carrying cultural goals, public messages, and private fantasies into on a regular basis life, and mirrored every little thing from nationalism to modernisation (Picture credit score: Maachis artwork/Sonal Nagwani)
Why matchbox artwork light and the way it’s discovering its approach again into the zeitgeist
Like many gradual disappearances, matchbox artwork didn’t vanish in a single day. The decline was gradual, pushed alongside by fuel stoves, plastic lighters, digital printing, and mass-market packaging.
“There’s nobody second. It was a gradual decline. Financial liberalisation, the autumn of small producers, and the rise of templated designs all performed an element,” mentioned Mittal.
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At the moment, most matchboxes in circulation are bland, mass-printed, and forgettable. The quirky gods, pop icons, and animals have largely disappeared.
Nevertheless, the curiosity is beginning to return, particularly from a youthful technology hungry for issues that really feel handmade and stuffed with which means.
“We don’t see Maachis as a distinct segment curiosity anymore,” mentioned Nagwani. “If something, it’s the youthful technology that’s driving its revival… In a world that feels quick, digital, and disposable, there’s a renewed eager for issues that really feel actual, handmade, and rooted.”
Professor Sood agreed, saying, “Gen Z loves nostalgia, irony, and craft. I see college students mild up once they uncover a unusual matchbox design. Some say it says extra in two inches than most adverts do in twenty toes.”
Sufficiently small to carry, large enough to recollect
For Mittal, accumulating matchboxes is about making reminiscences: “A matchbox from a tiny café or a guesthouse turns into a timestamp. That connection makes it particular.”
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Even when the curiosity stays area of interest, the hope is that extra folks will cease and see earlier than placing the match.
For professor Sood, it’s come full circle – from being a collector of matchboxes herself since childhood to a design educator serving to college students discover which means in on a regular basis issues.
“It jogs my memory that good design isn’t at all times huge, costly, or well-known,” she mentioned. “Generally, it’s one thing sufficiently small to slot in your palm, however massive sufficient to remain in your reminiscence for all times.”
