Hindustan, from the Natives in Costume series (N16) for Allen & Ginter Cigarettes Brands 1886

This small chromolithograph was created by Allen & Ginter, a cigarette company, as part of a series called "Natives in Costume." These cards, distributed with cigarette packs, reflected the late 19th-century fascination with exotic cultures, filtered through a lens of imperial power. The image presents a figure labeled "Hindustan," a historical name for India, dressed in what is meant to be traditional attire. The man's clothing, his posture, and even the weapon he carries, all construct a narrative aimed at a Western audience. Consider how this image would have been consumed: as a collectible, a momentary distraction packaged with a product. It perpetuated stereotypes and simplified complex cultural identities for commercial purposes. This card isn't just an image; it's a small but potent example of how cultural understanding can be shaped, and often distorted, by commerce and colonial attitudes. Think about the power dynamics at play and the gaze through which such images were created and consumed.