RootsTale is a brand initiative to facilitate cross- fertilization of ideas of hand artisans and handloom weavers. It is an initiative to work mainly with women artisans from both rural and urban areas who have no or little access to the mainstream market. Being a woman entrepreneur, I feel that we need to empower women artisans economically so that they can redefine social relations in their own favor.
Through RootsTale we want to experiment with various Indian art forms and to translate them into beautiful products. It is an effort to bridge the gap between producers and the consumers by assuring best value to both. When you buy RootsTale products in retail or in bulk, you are supporting a business initiative, which relies on ethical sourcing and ensures minimum wages to the artisans and weavers.