Remember the tiny matchboxes with hand-painted peacocks, roaring tigers and larger-than-life Bollywood characters? Long before mass printing took over, Sivakasi’s matchbox art turned everyday packaging into miniature works of art. This Diwali, Cherrapunji Eastern Craft Gin, in collaboration with Bridge Bharat, is bringing that forgotten magic back with a limited-edition gifting box celebrating the artists and stories behind this fading tradition.
At the heart of the box is a special artwork by Silvester Dass, one of Sivakasi’s veteran matchbox artists, who retired in 2004 and returned to his craft for this one-of-a-kind commission. The result is a unique piece of history, reimagined through vibrant illustrations and vintage-inspired design, bringing a disappearing art form into a contemporary festive experience.
The collaboration brings together Cherrapunji Eastern Craft Gin and Bridge Bharat. And because Diwali is as much about good times as it is about memories, there’s more tucked inside. Alongside a bottle of Cherrapunji Eastern Craft Gin are two customised card decks: Impossible Diwali Decisions, packed with hilariously awkward festive dilemmas, and Cherrapunji Poker Cards, made for long evenings, friendly rivalries and a few questionable game-night decisions.
A little heritage, a little fun and a whole lot of character. This Diwali, Cherrapunji Eastern Craft Gin is celebrating art worth preserving and the moments worth holding on to, long after the last diya has dimmed.
Cherrapunji Eastern Craft Gin is an Indian craft gin created by Raincheck Earth Co. in Meghalaya, inspired by the landscape, culture and biodiversity of Northeast India. Distilled using rainwater harvested from Cherrapunji (now Sohra) and Mawsynram, the gin is crafted with indigenous botanicals sourced across the Northeast.
The brand’s first expression brings together Eastern Himalayan juniper, Khasi Mandarin, Kaji Nemu, wild botanicals and other regional ingredients to create a gin that reflects the character of the Eastern Himalayas.
Cherrapunji has received international recognition across spirits and design, including the Red Dot Award: Product Design 2026, the Gin Guide Design & Brand Award 2026 for its Mountain Berry Gin with Cherry Blossom, and multiple international spirits accolades.
Bridge Bharat is a platform dedicated to bringing India’s legacy art forms into contemporary spaces. Established in 2022, it collaborates with generational artist families to co-create artworks and installations that preserve the stories, cultural knowledge and artistic traditions passed down through generations. By connecting traditional craftsmanship with contemporary design, Bridge Bharat works to keep India’s diverse artistic heritage alive and relevant for new audiences.
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Naresh Khanna – 10 February 2025
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