Digital News Guru Entertainment Desk:
Bunty Sajdeh Leaves Dharma Productions
Talent manager Bunty Sajdeh has formally concluded his long-standing professional partnership with Karan Johar’s Dharma Productions, marking a major shift in the talent management landscape of Bollywood. The split follows recent corporate restructuring within Dharma and reflects a mutual decision to pursue independent paths in the entertainment business.
Sajdeh and Dharma had jointly run the Dharma Cornerstone Agency (DCA) — a well-known talent management firm that grew to represent some of the industry’s leading stars. However, following strategic changes at Dharma Productions, including the company acquiring full control of the joint venture and rebranding it as Dharma Collab Artists Agency (DCAA), Sajdeh opted to step away and focus on new ventures.
Launch of a New Talent Venture: CXA
Immediately after parting ways with Dharma, Bunty Sajdeh has partnered with Prarthana Ajmani’s Armour Entertainment to launch a fresh talent management and entertainment venture called CXA. This new initiative aims to create a “new-age entertainment and talent agency” focused on long-term career building, structured representation, and holistic brand development across film, sports, digital and allied sectors.
Under the CXA umbrella, Sajdeh’s Cornerstone and Armour Entertainment will jointly manage talent with an emphasis on future-ready strategies, combining commercial experience with specialised artist management expertise.
Tiger Shroff Signs On as First Talent
Bollywood action star Tiger Shroff has already signed on as the first talent under the new Cornerstone-Armour partnership, signalling strong industry confidence in Sajdeh’s renewed approach and the venture’s growth potential. The move suggests that CXA is positioning itself as a key player in building long-term careers, not just short-term deals.
Sajdeh highlighted how the new alliance reflects a modernised, structured approach to talent representation — one inspired by global practices — while Ajmani emphasised the joint team’s shared vision of a talent-first, future-ready agency.
End of an Era — But Not of a Friendship
Bunty Sajdeh has officially ended his collaboration with Karan Johar’s Dharma Productions and launched a new venture Cornerstone-Armour Entertainment. His first major signing is Bollywood star Tiger Shroff, signaling an ambitious start for Sajdeh’s independent management path.
Reports indicate that Sajdeh’s departure from Dharma was amicable and aligned with the broader corporate restructuring at Dharma Productions, including the infusion of investment from Serene Productions and the consolidation of various verticals. Karan Johar has reportedly expressed support and goodwill toward Sajdeh’s future endeavours, underscoring that their personal friendship remains intact despite the professional shift.
The history between Johar and Sajdeh extends beyond business — with both figures having strong reputations in their respective areas of expertise, and a track record of collaboration spanning years. Their split, while significant for industry watchers, does not carry the tension common to many high-profile business separations.
Industry Impact & Future Outlook
This development has major implications for the Indian talent management ecosystem, which has been rapidly evolving with the convergence of film, digital platforms, music, and live events. Sajdeh’s new venture underscores a trend toward specialised, multi-sector management that prioritises sustained brand building rather than transactional representation.
Meanwhile, Dharma’s rebranded agency — Dharma Collab Artists Agency (DCAA) — continues to operate under Dharma Productions’ sole direction, further broadening its focus across entertainment and media sectors. This dual evolution — with Sajdeh’s independent venture and Dharma’s in-house expansion — highlights the competitive and dynamic nature of talent strategy in Bollywood today.
As CXA begins operations with high-profile talent like Tiger Shroff, the industry will be watching closely to see how this new agency influences the broader narrative of artist management, endorsements, and cross-platform branding in India’s booming entertainment economy.
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