Cornerstone Launches CXA, a ‘New-Age Entertainment and Talent Agency’ Led by Bunty Sajdeh and Prarthana Ajmani

Ziya Khan December 17, 2025Last Updated: December 17, 2025

Cornerstone, one of India’s premier brand and talent management firms, has joined forces with Armour Entertainment, led by Prarthana Ajmani, to announce a strategic partnership that ushers in a new chapter for both agencies. As part of this collaboration, Bollywood star Tiger Shroff has been signed as the agency’s first talent.

This alliance signals a sharp focus on the rapidly evolving entertainment and talent landscape amid industry shifts. Spearheaded by Bunty Sajdeh and Prarthana Ajmani, the partnership aims to create a streamlined, integrated agency prioritizing structure, sustained growth, and consistent talent development across multiple platforms.By combining their unique strengths, Cornerstone and Armour bring complementary expertise to the table.

Cornerstone’s extensive experience in nurturing talent across sports and entertainment perfectly aligns with Armour Entertainment’s management style, bolstered by Prarthana Ajmani’s deep industry knowledge and a rich professional network cultivated over years of collaboration with top actors. Together, they are building a unified ecosystem centered on credibility, brand-building, and holistic talent management.

Bunty Sajdeh, CEO of Cornerstone, said, “If you look at Hollywood, talent management is a sophisticated, strategic industry that balances long-term brand and wealth-building with specialized talent oversight. Both aspects are critical and must work in sync for optimal success. I have known Prarthana for years and admired her professionalism and strategic insight, so partnering with her was an easy choice.

“Prarthana Ajmani, CEO of Armour, added, “With CXA, we’re establishing a structured, future-ready platform that truly puts talent first. Joining forces with Cornerstone merges two teams driven by excellence. On a personal note, Bunty’s strategic clarity and belief in my abilities have been instrumental in making this collaboration possible. I’m excited to begin this journey together.”