Seema Singh worked for media houses, public radio broadcaster and as an independent documentary film maker as a woman journalist for over 20 years. They exposed her to the beautiful stories of grassroots artisans from different parts of India. These stories, starting from their learning process of such wonderful art form through their parents and grandparents and then to become full-fledged art producers and their journey to getting exposed to local markets fascinated her tremendously. During her interaction, one common challenge she found among them was to deal with the middlemen and the market forces. She realized that an artist can only be an artist and can produce beautiful products with their skills and design imagination. They cannot deal with the market forces and even if they do so, they lose their focus in their beautiful work.

After having exposed to different art forms and interacting with hundreds of artisans in different regions, she realized that there is a tremendous potential of facilitating these producers in reaching out to the market. The market, which appreciates the art form and the amount of hand work, which has been put into making gorgeous products. Roots Tale is a brand initiative started by Seema Singh that facilitates cross- fertilization of ideas of hand artisans and handloom weavers. It is an initiative to work and support mainly women artisans from both rural and urban areas.