Matchboxes are a ubiquitous part of India -- found in every shop, home, and road -- yet also unique because of their kitchy style, bright colours and subjects. It was this that inspired an Instagram account named 'Art on a Box' to uncover the designs and stories behind Indian matchboxes.
"They're almost omnipresent, you can't ignore them," founder Shreya Katuri says. "They reveal a lot and I don't see them as being just boxes. They could be a form of propaganda and are one of the best ways to advertise."
Founded on Oct. 2014, the Instagram account grew out of Katuri's under-graduation dissertation on how the themes of gender, religion and nationalism were represented on matchbox labels. She soon began collaborating with fellow matchbox enthusiasts. Since then, she has received over 100 submissions from numerous Indian cities as well as places as far apart as Ukraine, Botswana, Sri Lanka, London, and Hong Kong.
Today, 'Art on a Box' features matchbox labels from around the world, some shot against landscapes, and others as close-ups. Katuri discovered that their most common subjects were pictures of animals and birds, famous landmarks, toys, transport and everyday objects like pencils and jugs. The more unusual matchbox labels featured the logos of Jurassic Park, Apple and Samsung, and even Disney princessses with Indian names.
Most of the matchboxes in India are made in the villages near the Sivakasi region in the southern Indian state of Tamil Nadu. While the matchbox designs vary in different cities, there are no clear rules about which ones you might find in a given area.
"I've come to realise that every symbol has a deeper meaning -- they tell stories of aspiration, everyday objects, and certain ideals in our society," Katuri says.
