From Cheent to Chintz

Words by Komal Salman

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Characterized by his oversized moustache and turban, the Maharaja was Air India's beloved mascot. In their earlier days, Air India established an in-house art studio and commissioned artists from around the world to depict beautiful posters of the Maharaja in all his mischievous antics and  him adopting different personas in each destination, such as a monk in Rome, a lover boy in Paris, and even a sumo wrestler in Tokyo. The posters put Air India the map as an example of genius marketing in the mid-20th century, earning the company a myriad of advertising awards and a loyal legion of fans. While the Maharaja remains Air India’s mascot to this day, he is most fondly remembered throughout the world for his role in India’s golden age of advertising. (Available as print)

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From Cheent to Chintz

Chintz, a term echoing with vibrant patterns and refined luster of times past, is currently enjoying a renaissance within the realm of contemporary design. While its resurgence often draws inspiration from 19th-century traditional English and Dutch aesthetics, the origins of Chintz can be traced back to the vibrant landscapes of South Asia. The very essence of the word "Chintz" has roots in Urdu/Hindi, in which the fabric was known as “Cheent” denoting 'variegated or speckled.' Originally, chintz manifested as a cotton textile adorned with vibrant, hand-block-printed, painted, glazed, or stained designs set against a pristine white backdrop.

Renowned for its vibrancy, intricacy, and enduring charm, traditional Chintz graced items like palampores, tent panels, and ceramics, featuring botanical or pastoral imagery. From the 16th to the early 19th centuries, this opulent fabric, distinguished by its innovative colours and designs, held an unparalleled allure globally. South Asian artisans, honing their skills over millennia, devised ingenious techniques to affix vibrant dyes to cotton, employing intricate chemical formulas that still evade complete comprehension in the realm of modern science.

,Princess Diana at a polo match. Tim Graham/Getty Images