This is a trade label in the name of Ratilal Narandas Gami from Shahjahanabad/'Old' Delhi’s Tobacco Katra (‘katra’ is loosely translated as ‘quarters’). This lithographic print label is from the 1930s or 40s and taps into Hindu mythology – Lord Krishna defeating (and dancing upon) the multi-headed serpent Kaliya.
From what I’ve been able to gather after looking at the history of Indian patents, Narandas Gami was the name of a dye business in Delhi. The mercantile family was originally from Gujarat and like many others expanded their business operations to the Imperial capital. The incorporation of Hindu mythology may have also been strategic. The pure Krishna defeats the impure serpent poisoning the waters of the Yamuna. A useful idiom for a dye company?
Now, why choose the ‘Tobacco’ Katra for a dye business, you might ask? Well, this was a longstanding practice in North Indian cities where the names of places did not necessarily correspond with the occupational practices or caste groups residing there. Indeed, as early as the 17th and 18th centuries, properties in mohallas (residential areas) or Katras were sold off to buyers from different occupational or caste backgrounds. Therefore, by the mid 20th century, this would have been very common.
Interestingly, Narandas Gami wasn’t only using familiar symbols and representations from Hindu mythology to market products. I have another label of theirs (below) that shows a lady in Medieval European armour, similar to Joan of Arc or Isabella of France. Here Katra tobacco isn’t mentioned at all. Perhaps this label meant that the business wanted to appeal to other audiences or exported their products? I will follow up if I have more on the latter.
See you next Friday.
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