print / label / advertisement
Chromolithograph pictorial label used for the advertisement and sale of bales of cloth and individual fabric lengths; printed on paper. Lakṣmī (or Mahālakṣmī) is sitting on a throne with an elephant on either side.
- Designed in: India
- (Asia,South Asia,India)
- Printed in: British Isles (printed in Britain for export to India)
- (Europe,British Isles)
- Found/Acquired: Shekhavati Region
- (Asia,South Asia,India,Rajasthan,Shekhavati Region)
- Height: 12.7 centimetres
- Width: 17.8 centimetres
Inscription Positionlower edge of the printed space
Inscription Transliterationśrī mahālakṣmī
Inscription Positionlower border
Inscription Transliterationlālchand hirālāl jeipur
Inscription Positionlower right border
Inscription ContentVasant ... works Gondir, C.R.
This collection of ephemeral sales and advertising chromolithograph labels (2008,3020.1-112) were designed in India, printed in Britain, and then returned to India to be attached to cloth for their subsequent sale in the bazaars. Several of the labels record the location of the mills in Britain and their associated outlets in India, and the majority of the labels depict the gods and goddesses of Hinduism, the Sikh gurus, or scenes from the epics (such as the Ramayana, Mahabharata, etc). Inscriptions can be found on the printed surface of many of the labels, and the script used depended on where the cloth was to be sold in India. While collections of Indian textiles made for both the home and export market are relatively common, British mill-made cloth exported back to India and the labels that would have accompanied them (usually destroyed after the unpacking or sale of the textiles) are rare.
See 2008,3020.82 for a similar iconographical motif from the same series.
The collection reflects various regions of India, but was acquired in Rajasthan.
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Object reference number: RFI38402
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