Matchboxes from the Subcontinent
Walking around the city of Bengaluru I came across matchboxes almost everywhere I went. At a cost of one rupee, these economical and disposable matchboxes are often found empty and discarded on the roadside near truck stops and littering the footpaths around chai stalls and cigarette shops. Purchased from convenience stores, these ubiquitous objects are commonly used in homes to light stoves, the pious havan or diyas for religious rituals and lighting cigarettes or their cheaper counterparts, the beedis.
I came across my first matchbox not long after I moved to Bengaluru from London in 2007. The label featured an illustration of a killer whale with the word ‘Dolphin’ written above it. Another early find had a photograph of three ‘Famous’ kittens in a wicker basket. Looking back, I think that my first connection with Indian matchboxes was that aside from being great examples of disposable design, the choice of visuals and text seemed quite random and this often made me smile. In the ten years that I lived in India my collection grew to over 750 matchboxes. As visual signifiers, many of these designs embody personal memories. Collectively the visible scars of the battered boxes tell a story, mapping the places I have been to and the experiences I have had.
The imagery on these boxes include Hindu symbolism, historical figures, Bollywood actors, foreign brands and cartoon characters, everyday objects, consumer goods, aspirational items and a variety of popular and exotic animals. The disparate visuals, meanings and juxtapositions that are present through the collection encapsulate quite perfectly the heterogeneous and hybrid visual culture seen in many parts of India today. As cultural artefacts these matchboxes tell us about national identity, modernity and tradition, gender roles, religion, globalisation and how these themes often merge and co-exist. An article about this project can be read on Archivoz International Archives Magazine.