Bhubaneswar: A documentary portraying the plight of Sambalpuri weavers has gone viral with word-of-mouth and good reviews creating a cult following.

Sambalpuri Weavers, by a group of youngsters, was screened at the Tasveer South Asian Film Festival, US, and Bring Your Own Film Festival in Puri earlier this year. A number of educational institutes have screened it to promote awareness about the weavers. "We tried to make people aware and depict the hard work and dedication the weavers put in to save the centuries-old art," said director Abhinash Pradhan.

The film begins with a message to "iron out creases", highlighting how weavers opting for better-paying professions, rising yarn prices and GST, and the absence of a proper marketing strategy have weakened the industry.

The 19-minute film includes interviews with Sambalpuri weavers as well as poet Haldhar Nag and also demonstrates the process of weaving the fabric and the intricate designs. Sambalpuri is a matter of pride for people of the region. Despite the honours, it has been unable to carve out a place for itself outside Odisha.

"Online platforms are have started promoting Sambalpuri fabric, but the incentives for weavers are low," Pradhan said. A Sambalpuri can take between three and 14 days to weave. Coarse cottons cost Rs 2,000, while finer ones could go as high as Rs 5,500. Sambalpuri silk is priced upwards of Rs 7,500.