Today’s Luminaries series features Deepshikha Dharmaraj, CEO, Burson Group India and her journey as a commendable leader in the PR industry. Deepshikha Dharmaraj is a shining example of leadership and determination and how one can achieve their goals with hard work and self-belief. In her journey of over three decades, she has risen to become one of the most respected figures in the PR industry. Under her guidance, Burson Group India has flourished, becoming a hub of innovation and creativity, serving several national and international organizations. Dharmaraj is a woman who doesn't shy away from taking risks, instead, she always seeks to challenge the status quo and push boundaries.
She empowers and encourages women to embrace their individuality and strive for leadership positions with confidence and determination. In today’s Luminaries story, we follow her early days in the PR industry to her rise as an inspiring leader,
challenges she overcame, the risks she took, the lessons she learned along the way, how she empowers women and nurtures an inclusive culture to create a new generation of leaders, and so much more.
How She Entered the PR Industry
Deepshikha’s story proves that fortune favors the brave. She completed her master’s in business economics with a focus on marketing and had a clear path to build a career in marketing. Talking about the early stages of her journey, Dharmaraj says, “After completing my master’s in business economics, I was all set to dive into a career in product marketing.”
Call it fate but at one fortunate crossroads moment, she met Prema Sagar at a family event and Prema, who had recently launched a public relations firm, Genesis PR (now known as Burson) spoke about her vision of building a professional firm with a fresh approach to Public Relations in India. "Her vision for how a PR consultancy could partner with an organization to bring alive their story, sparked my curiosity and I took a leap of faith, joining Genesis PR as the firm's fifth employee. Honestly, I thought,
"Why not give it a shot? I can always pivot later if it doesn't feel right." Deepshikha expresses proudly. And like a rising and shining star, 30 years later, here she is, with the same firm, living a life of fulfilment and continuous growth.
Her Early Learnings and Experience in Public Relations
Deepshikha mentions that in the early days, Genesis was a tight-knit team, learning and growing together as they navigated the uncharted territory of PR consulting.
Crediting her mentor Prema Sagar and colleagues like Archana Jain, Nandita Lakshmanan for shaping her work ethic and values, she mentions, "I quickly picked up the ropes, thanks to the incredible mentors and colleagues I was surrounded by— we were all learning and growing together since PR consulting was still in its infancy at the time. My work ethic was shaped by those experiences, and I was fortunate to have Prema as a mentor, who constantly challenged me and encouraged me to explore different roles within the firm."
She acknowledges that she stepped into leadership at a very young age, and at every stage she learned from her colleagues and other leaders how to navigate both success and failure. "Most importantly, I learned the value of being there for the client and one another, as one team, always supporting and motivating each other. These values became the cornerstone of Genesis and, in many ways, helped lay the foundation for the PR and communications industry in India. I feel incredibly privileged to be part of this vibrant, ever-evolving community," she adds.
Her Transformation as an Industry Leader
Deepshikha believes that PR is an industry where women have always been well-represented, particularly in junior and mid-level positions. In the past few decades, this industry has produced several impressive female leaders who are redefining the status quo. Similarly, Deepshikha's own success is a compelling illustration of this statement. Even though she faced her share of adversity, she persevered and rose through the ranks to become a respected leader in the PR realm.
Referring to her early days in the industry and how she had to navigate her career without the support networks and mentorship programs that exist today, she mentions, "In those early days, women leaders often had to navigate their careers in isolation. The mentorship networks and supportive communities which we now take for granted simply didn't exist back then. I remember walking into boardrooms where I was the only woman and probably the youngest and having to lead the discussion with knowledge and authority."
However, Dharmaraj refers to a significant shift in recent years, with the emergence of mentorship networks and supportive communities. "Many of my women colleagues from that time went on to start their own agencies, and it's incredibly rewarding to see them thriving and driving change today. They have been instrumental in empowering the next generation of female leaders," she says.
Highlighting her involvement in initiatives like Global Women in PR (GWPR) and WPP's Stella program, she describes, "I was fortunate to have an extraordinary mentor in Prema and always believed that I have to pay it forward and use every opportunity to encourage more women leaders. Today, I am proudly a founding member of two exceptional mentoring networks, Global Women in PR India (GWPR) and WPP's Stella programme, which help mentor and provide networks for future women leaders." Alongside these efforts, she also points to platforms like e4m's Women Achievers Awards as examples of this progress, stating, "It's heartening to see women's achievements being highlighted and honoured." Passionate about growing the communications industry and building a vibrant community, has also resulted in Dharmaraj helping set-up PRCAI in India, where she has been a past President and currently serves on the Consulting and Advisory Committee and similarly has been associated with PAFI (Public Affairs Forum of India) for many years, serving on the Managing Committee and is currently President for year 2024-25.
Her Journey as Global Women in Public Relations India President
Deepshikha is the founding board member and current President of the India chapter of Global Women in Public Relations (GWPR). As a pioneering leader, she is dedicated to creating a supportive network for women in PR by providing women with a platform where they can come together and draw strength from the collective power of the network.
"Since GWPR is still in its early stages in India, it requires careful nurturing and dedicated time to establish a safe space where women can openly discuss their challenges and learn from one another. I'm fortunate to have the support of the other senior women leaders of the industry on this journey, making it a truly collaborative and rewarding effort," she emphasized.
Her Inspiring Efforts at Burson India School of Learning
The Burson India School of Learning, is very close to Deepshikha's heart having worked tirelessly in its early years of inception to curate the right kind of learning programmes and build a culture which is so unique to Genesis and now Burson. "The Burson India School of Learning (formerly known as the Genesis School of Learning) has been a source of pride for us since its inception over 20 years ago," she states. She also mentions that the school was started as an initiative to build and nurture talent within the organization and has, over time, contributed to the growth of our industry as well.
Acknowledging the school's contribution to industry's growth, Dharmaraj adds, "As our alumni have spread their wings and moved on, they've carried forward the knowledge and values instilled in them, helping to elevate the profession. The school remains true to its original purpose even today. Over the years, we have trained, mentored, and nurtured hundreds of individuals, many of whom now hold leadership positions in-house and in agencies, both in India and abroad."
Her Inspiring Advice to Women Aspiring to Leadership Positions
Deepshikha advises women aspiring to leadership positions in traditionally male-dominated industries to embrace self-belief, determination and a growth mind-set.
Drawing inspiration from the recent Olympics she says, " I'm inspired by the incredible female athletes who have shown us the power of believing in yourself. My favourite, without a doubt, is U.S. gymnast and the greatest of all time (GOAT), Simone Biles, who famously said, "I'm not the next Usain Bolt or Michael Phelps. I'm the first Simone Biles."
Furthermore, she urges women to ignore distractions and naysayers and start believing in themselves and be more daring, more innovative, and more unstoppable.
"You are where you are because of your own unique capabilities, so don't let the noise or naysayers distract you. Believe in yourself, stay focused, and always give it your best," she says.
