Matchbook: Indian Match Box Labels

Matchbook is the first ever collection of Indian matchbox labels. Comprised of over 500 images, the book also unfolds as a suggestive history of ephemera. Curious and visually stunning, the matchbox labels come in a staggering variety of designs - arranged thematically, Shahid Datawala's diverse collection subtly reflects ideas of language and cultural exchange, as well as the place of labor in the Indian matchbook industry. A well-established brand quickly spawns imitations and variations as small producers compete with the large in an anarchic marketplace. The accompanying essay provides an insight into India€s complex match industry, calling attention to the material context as well as the art history that has produced the labels.