Dharma Productions has rebranded Dharma Cornerstone Agency (DCA) as Dharma Collab Artists Agency (DCAA) following an amicable professional separation between filmmaker Karan Johar and talent manager Bunty Sajdeh after five years of partnership. The split aligns with Dharma's consolidation of verticals under one umbrella after a major stake sale to Adar Poonawalla in October 2024, creating a larger entertainment conglomerate.
Speaking of the separation, Bunty Sajdeh, in a conversation with Mid-Day, asserted, “It was a circumstantial decision made in lieu of a large investment made in Dharma Productions last year that needed their ancillary businesses to be integrated with the parent company. So, Karan and I decided to part ways since Cornerstone is an independent entity. I prefer it to remain just that. We will now coexist in the industry as separate entities.”
Sajdeh reflected positively on the partnership, stating, “I have learned so much from Karan professionally — people skills for one. Time management is another art I need to master from him. He will continue to be my close friend, and I know he will be there for me.” DCAA retains stars like Ananya Panday, Janhvi Kapoor, Aditya Roy Kapur, and Sara Ali Khan.
Sajdeh has launched CXA in partnership with Armour Entertainment and Prarthana Ajmani, representing Tiger Shroff and providing 360-degree services for films, brands, and events. With over two decades in celebrity management, including past clients like Virat Kohli and KL Rahul, he added, “Since DCA has been acquired by Dharma, they get complete ownership of all assets. CXA will provide a 360-degree approach to acquisition and servicing of films, brands, and events.”
While announcing the separation, Johar noted on Instagram, “Dharma took a major step by selling stake and creating a large entertainment conglomerate. That move needed us to integrate all our verticals under one large umbrella. Bunty and I mutually agreed to part ways and yet keep our strong friendship and equation exactly the way it’s always been.”
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