Thousands of companies manufactured matches worldwide and used a variety of fancy labels to make their brand stand out. The match boxes had unusual topics but some were much prettier than others. This cover features a portrait of the Swami Vivekananda. It is an ad for cigarettes. A beedi (also spelled bidi or biri) is a thin, Indian cigarette filled with tobacco flake and wrapped in a tendu or possibly even Bauhinia racemosa leaf tied with a string at one end. The name is derived from the Marwari word beeda, a leaf wrapped in betel nuts, herbs, and condiments.