Healthcare-Focused Boutique Comms Consultancy Opens Shop In Singapore

(MENAFN- PRovoke) SINGAPORE - Priyanka Bajpai, who previously led strategic partnerships for health in Asia for SPAG FINN Partners, has set up her own boutique healthcare consultancy in Singapore, she told PRovoke Media in an interview.

Roots Consultancy is boutique by design, but ambitious in scale and intent - focused on helping organisations drive clarity and credibility in the spaces where health and purpose intersect.

"Globally, the health marketing and communications sector alone is expected to expand from USD$25 billion in 2025 to over USD$36 billion by 2030. Top it with purpose and sustainability-linked budgets, and the numbers will be topping the charts," said Bajpai.

"This is a proof that organisations increasingly value sharp, purpose-led storytelling. After building and scaling one of the fastest-growing health businesses in the region, I wanted to respond to this moment with something different: an advisory model that removes unnecessary layers and gives organisations and leaders direct, senior counsel that is fast, relevant, and outcome-driven," she added.

Roots, as such, was built to address three critical gaps in the industry. These are depth without dilution in that leaders and organisations need senior counsel, not multiple layers of account management. Roots delivers that directly. It also aims to address health and purpose as reputation markets. From science-led innovation to ESG commitments, the ability to demystify complexity and build relevance is what creates trust. Very few advisors are bridging these spaces credibly, said Bajpai.

Finally, it aims to use reputation as a growth driver. Reputation is not just defensive; it attracts partnerships, strengthens communities, and accelerates adoption. Roots helps leaders use PR & communications as a strategic lever for both growth and impact.

"I am not here to add to the clutter. Roots aims to create clarity, strengthen trust, and deliver measurable outcomes across health and purpose sectors," explained Bajpai, who takes on the role of founder and lead advisor.

She added that her remit is one that is hands on and that includes shaping strategy, designing outcome-driven frameworks, and working directly with leadership teams. "Roots is structured as an advisory hub, where I provide senior counsel and, when needed, curate bespoke teams of collaborators across markets," she said.

"APAC is the growth engine for health and purpose-led industries, but communications hasn't kept pace. Too many firms chase volume over value. Roots is my response: boutique, founder-led, and unapologetically senior. We're not here to be the biggest - we're here to be the sharpest. For leaders navigating complexity, that difference is everything," said Bajpai.

She added that Roots is founder-led at this stage, and that is by design. "Clients work directly with me - that's the differentiator. As opportunities grow, I'll expand through a network of specialists, ensuring every engagement brings in the right expertise without unnecessary overhead," she said.

The consultancy is also region-first by design. APAC accounts for more than half of global health and wellness growth, but the challenges here are uniquely complex," explained Bajpai. "I see strong traction in Singapore, Malaysia, Indonesia, Philippines, Thailand and India, with opportunities to partner in EMEA and support global corporates building credibility and partnerships in Asia."

Bajpai went on to add that the consultancy is already engaged in advisory work with leaders in health and sustainability related field and that the early response has been very encouraging. She added that that Roots has been operating in a soft-launch mode and that the next six to 12 months are about scaling selectively, building a portfolio of anchor clients, and deepening the model regionally.

"Leaders are looking for exactly this kind of sharp, senior counsel, and Roots has already started delivering it," she said.

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