Tales of Madhubani by Seema Singh

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.


Seema Singh interacted with the Bihari rural women in Delhi, who worked as labourers to teach them the art of Madhubani to change their life positively. In two years, she transformed the lives of over hundred women to improve their livelihood and make them financially independent. She took her business from 2-3 sarees to in thousands now.

She took their artworks from India to London and promoted it as a fashion designer who believes in providing livelihood and financial stability poor rural women through Madhubani art.

The Jagran newspaper published her story while at Art fair in Surajkund of Faridabad. She beautified the shoes of Haryana with Madhubani art. The Art fair was an amazing and successful attempt at bringing different artisans from around the world and uniting them as they learn and preach each other's art. She collaborated with another designer to set up her stall at Art fair as she proceeded to transform the shoes brought by her.

Her story is an inspiration to people. She went from being poor at communicating in Hindi and painting to giving lectures at big colleges and making a living out of Madhubani art. These women artisans have the power of bringing old clothes to life by filling them with colours and the beauty of Madhubani art. They are now working on western clothes to attract a larger audience.