Masks are in high-demand right now because of the Coronavirus pandemic. So, scrolling through the bottomless pit that is Instagram, when we came across a Sambalpuri-themed mask, we just had to find out about the brains behind it. Available in red, blue and checks with the familiar Sambalpuri print, these masks are certainly eye-catching while also serving a purpose. A call to the number listed on the page tells us that these masks are being manufactured under the brand Sambalika - The New Innovation and they are just one part of their Beat Corona campaign. Sambalika - The New Innovation was started by Samit Kar, the Founder of Graphic Sutra, under which Sambalika falls and the campaign itself was started with the intention of passing on information in Odia for those who can't read Hindi or English. Samit also informs us that they have distributed about 200 masks in Sambalpur, free of cost, to those people who otherwise wouldn't be able to afford them and sent an additional 50 to Bargarh and 70 to Rourkela. "This was done long before things got out of hand," says Samit who is in his 40s. The campaign started about two weeks ago.

Posters by them | (Pic: Sambalika - The New Innovation)

The idea behind Sambalika was to adapt Sambalpuri designs to new products like phone back covers and home decor, which has been a huge success, and their latest products, masks, which are on its way to becoming a success. It is their own tailoring unit, which has a strength of about 15, who have dedicated themselves to manufacturing these masks, orders for which are pouring in. "We ensure that the profits are benefitting the tailors directly, unlike other vendors who tend to cheat them," says Samit who has experience working with as many as eight corporates. He also asserts that these masks can be used as anti-pollution masks too. Among the other products available on Sambalika are shirts, jackets and kurtas, but for now, the masks have our hearts.