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In a major development for India’s entertainment and talent management industry, Cornerstone, one of the country’s leading brand and talent management companies, has officially announced the launch of CXA, a new-age entertainment and talent agency. The agency is a strategic joint venture between Bunty Sajdeh, CEO of Cornerstone, and Prarthana Ajmani, CEO of Armour Entertainment.
Marking a powerful start to this collaboration, Bollywood action superstar Tiger Shroff has been signed as the first talent under CXA, signaling the agency’s strong intent to represent top-tier talent with a future-forward and structured approach.
A Strategic Move at a Pivotal Industry Moment
The launch of CXA comes at a time when India’s entertainment ecosystem is undergoing a significant transformation. With evolving platforms, global exposure, and the growing need for holistic representation, CXA aims to position itself as a streamlined, modern, and integrated talent management agency focused on long-term career building.
The partnership reflects a shared vision between Bunty Sajdeh and Prarthana Ajmani to create an agency that prioritizes structure, sustainability, and talent-first representation, while bridging the gap between brand strategy and specialised talent management.
Combining Industry Powerhouses
Together, Cornerstone and Armour Entertainment bring a powerful blend of expertise to CXA. Cornerstone has built a strong reputation for managing and scaling high-impact talent across sports and entertainment, while Armour Entertainment is known for its bespoke talent management, backed by Prarthana Ajmani’s 15 years of experience working closely with leading actors and industry stakeholders.
This collaboration creates a unified ecosystem focused on credibility, strategic brand-building, specialized management, and long-term growth, setting CXA apart in a competitive market.
Leadership Speaks
Speaking about the launch, Bunty Sajdeh, CEO of Cornerstone, said:
“If you look at Hollywood, talent management has always functioned through clearly defined skill sets — long-term brand and wealth building alongside specialised talent management. Both are equally critical and must work hand in hand. I’ve known Prarthana for many years and deeply respect her professionalism and strategic mindset. Joining forces with her felt like a natural progression.”
Prarthana Ajmani, CEO of Armour Entertainment, added:
“With CXA, we are building a system that is structured, future-ready, and genuinely talent-first. Partnering with Cornerstone allows us to combine two teams driven by excellence. Bunty’s strategic clarity and belief in my vision have been instrumental in bringing this collaboration to life.”
About CXA
CXA is a next-generation entertainment and talent management agency formed as a strategic joint venture between Cornerstone and Armour Entertainment. Co-founded by Bunty Sajdeh and Prarthana Ajmani, CXA is designed to deliver a comprehensive and future-ready approach to talent representation, brand building, and long-term career management across entertainment, sports, and allied verticals.
With Tiger Shroff onboard as its first talent, CXA is set to emerge as a key player shaping the future of India’s entertainment and talent ecosystem.
