At Bergner India, communication goes beyond information, it’s about creating experiences, building community, and bringing the brand to life. That’s the mindset of Deborah Belho, Assistant General Manager, who leads the Marketing & Communications team with a fresh, people-first vision. In this interview, she shares how her team drives brand growth, connects with consumers, and turns every project into a purposeful story.
Can you tell us about your role at Bergner India, how your team contributes to the company’s success, and how you collaborate with other Bergner offices worldwide?
I lead the Marketing & Communications team in India. My attempt is to bring the brand to life—whether it’s through the visuals you see, what you unbox, the page you land on the website, the digital stories that catch your eye, or the events that leave a lasting impression. I work closely with my team, bouncing around ideas, experimenting with new concepts, and making sure everything we do feels fresh and engaging. It’s not just about selling cookware; it’s about creating a brand that people connect with, trust, and enjoy being a part of.
When it comes to inspiration, our first reference point is always the work from Bergner’s Global Head Office. We take their concepts and adapt them to resonate with the Indian market, ensuring they feel relevant and culturally connected. While we haven’t had the chance to collaborate extensively with other countries yet, it’s something we’re excited to explore more this year.
Bergcast is an exciting initiative—how did the idea originate, and what impact is it having on the community?
I wanted to create something different from other cookware brands. While most brands focus solely on selling their products, I asked myself, "Why just sell products when you can promote a lifestyle?" Today’s Indian consumers are more health-conscious than ever. Many brands emphasize their products as organic, healthy, or lifestyle-oriented, and the advertising space is filled with such messaging.
Consumers are already aware that healthier choices are available. Rather than simply joining this conversation, I wanted to build a platform that educates consumers on why health is such a crucial topic. As a cookware brand, selling the concept of healthy isn’t easy, you need consumers to believe the brand and the message. So instead, I created a space where experts can share their insights with us.
With the first season of this initiative, my goal is to make India more mindful of what they consume and how they consume it. This is not about selling a product—it’s about fostering a community that is informed and conscious. As a natural outcome, our brand becomes associated with quality, premium standards, and authenticity.
Bergner India has a strong partnership with Chef Vikas Khanna. How has this collaboration shaped the brand’s image?
Our partnership with Chef Vikas Khanna has significantly elevated the brand’s image, reinforcing its position as a premium, high-quality cookware brand and also increasing brand recall.
This collaboration sets Bergner India apart by transforming it from a cookware brand to a holistic culinary experience. With Chef Vikas Khanna as its advocate, Bergner connects deeply with both home cooks and professionals, reinforcing its identity as aspirational yet accessible. It strengthens the brand’s message of quality, durability, and a passion for cooking, making it a true lifestyle brand.
How do you position Bergner India in such a competitive market, and what sets the brand apart?
We are positioned as a premium, innovative cookware brand that blends global expertise with Indian culinary needs. What sets us apart is our commitment to quality, durability, and health-conscious cooking. We go beyond just selling cookware—we promote a lifestyle by focusing on education, innovation, and customer experience.
What role do digital marketing and e-commerce play in your strategy, and how have consumer trends evolved in India?
With more people shopping online and turning to social media for inspiration, we use digital platforms to create an engaging brand experience. Through influencer partnerships and expert-led content, we don’t just showcase our products—we spark conversations, share knowledge, and connect with our audience in a way that feels real and relatable.
Consumer trends in India have evolved significantly, there’s a growing demand for premium, health-conscious, and durable cookware. Shoppers are now more informed, value product innovation, and prefer brands that align with their lifestyle choices. By leveraging data-driven digital campaigns and a strong e-commerce presence, we attempt to stay ahead, offering convenience, quality, and trust to today’s discerning consumers.
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