In a significant shift within Bollywood's talent management landscape, Bunty Sajdeh has embarked on a fresh, independent venture. This move follows the conclusion of his association with the prominent Karan Johar-led Dharma Productions. Sajdeh has now initiated a strategic partnership between his own firm, Cornerstone, and Prarthana Ajmani's Armour Entertainment.
A Strategic Split from Dharma Productions
The decision to part ways with Dharma Productions was described by Bunty Sajdeh as one driven by structural changes rather than any discord. Last year, Dharma Productions received a substantial investment, leading the studio to consolidate its ancillary businesses under one corporate structure. Cornerstone, however, was always an independent entity, and Sajdeh was determined to keep it that way. The separation was amicable, with Dharma acquiring DCA in full from Cornerstone, allowing both companies to continue their operations separately in the entertainment industry.
Reflecting warmly on his tenure, Sajdeh expressed deep gratitude for his time with Karan Johar. He highlighted Johar as a pivotal mentor and business partner, from whom he learned invaluable professional lessons, including people skills and the art of time management. "He still remains and will continue to be my close friend and confidante," Sajdeh affirmed, emphasizing the enduring personal and professional bond between them. He praised Johar's accessibility and humanity, noting that despite running multiple businesses, Johar always makes time to connect.
Forging a New Alliance with Armour Entertainment
The newly formed alliance with Armour Entertainment is built on a foundation of both trust and strategic vision. Sajdeh has known Armour's leader, industry veteran Prarthana Ajmani, for several years, describing her as one of the most respected talent managers in the business. While Sajdeh's profile is often linked to sports management, Ajmani brings profound expertise in managing film actors, creating a complementary partnership. The deal was reportedly sealed informally over two coffees, underscoring the natural synergy between the two professionals.
Tiger Shroff Boards as the First Major Talent
Marking a major vote of confidence in this new partnership, Bollywood action star Tiger Shroff has come on board as the first talent under the combined Cornerstone–Armour banner. Sajdeh expressed particular gratitude for Shroff's decision to continue with him at this pivotal juncture. He believes the timing aligns perfectly with the actor's career trajectory, as Shroff is entering his prime. This phase is seen as an opportunity to build what Sajdeh terms "Tiger 2.0," indicating a refreshed and strategic approach to managing the actor's brand and project choices.
This strategic move signals Bunty Sajdeh's renewed commitment to an independent path in talent management. By combining forces with Armour Entertainment, the partnership aims to offer a powerful and well-rounded management portfolio, blending sports and cinematic expertise to navigate the evolving entertainment business.
