Boutique advisory Roots Consultancy sets up in Singapore

A new boutique communications advisory has opened in Singapore, aiming to simplify complexity and strengthen trust for health, corporate affairs, and reputation strategy. Founded and helmed by Priyanka Bajpai, Roots Consultancy helps organisations, innovators and leaders align communications with business growth and impact. 

Bajpai is an experienced corporate affairs and consultancy leader with close to 20 years of experience in various health communications and pharma roles. Most recently, she held the position of senior partner for SPAG/FINN Asia Pacific where she led a team of health PR specialists across APAC, while also managing growth, strategy and communications output for the agency. 

In conversation with MARKETING-INTERACTIVE, Bajpai said a core strength lies in translating scientific and health issues for diverse audiences, from policymakers to the public. She also brings extensive networks across health, policy, and corporate leadership to craft strategies that deliver tangible outcomes.

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“After more than two decades building and scaling life sciences practices globally, I saw a gap: the absence of sharp, senior-level counsel without the layers of a large agency,” Bajpai said. “Several C-suite leaders told me this was the missing link. Roots is my way of filling that gap in its true form.”

While Singapore serves as the consultancy’s base, Bajpai emphasised a global outlook. She sees potential in markets across Asia including Malaysia, Indonesia, and India, alongside opportunities with global clients seeking stronger engagement in the region.

At launch in September, Roots is founder-led, with clients working directly with Bajpai. She described this hands-on approach as a key differentiator.

“Clients aren’t buying into layers of delivery; they get direct, senior-level expertise applied hands-on. As opportunities grow, I’ll explore a networked model with specialist collaborators, but the promise remains: senior advisory without dilution,” she said.

Though Bajpai declined to name clients at this stage, she noted strong early interest, particularly from health and sustainability-focused organisations navigating today’s fast-evolving environment.

Roots Consultancy plans to remain boutique, senior-led, and value-driven, prioritising selective partnerships, thought leadership, and advisory relationships that focus on impact over volume.

Bajpai emphasised that the consultancy is not looking to compete with full-service agencies but to fill the advisory gap in structured reputation and communications counsel at the leadership level.

Singapore has recently seen a string of boutique consultancies emerge. In June, ACID, a consultancy for early-stage startups in emerging industries, opened to guide small teams through high-stakes moments from fundraising to market entry.

Earlier, former PRecious Communications leaders Arundhati Saha and Pauline Yoong launched INFLUENCE, a B2B influencer marketing consultancy helping brands drive visibility and business impact. In May, The Shortlist, a boutique recruitment consultancy specialising in PR and communications, launched to help agencies and in-house teams build connected communications functions through high-touch recruitment.

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