CXA: Bunty Sajdeh’s Cornerstone & Prarthana Ajmani’s Armour Entertainment form partnership

Cornerstone, a brand and talent management company, and Armour Entertainment, led by industry professional Prarthana Ajmani, announced a strategic partnership marking a significant new chapter in the long-term vision of both agencies. Actor Tiger Shroff has been signed as the first talent under this strategic alliance.

CXA is a new-age 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 built to deliver a structured, future-ready approach to representation, brand building and long-term career management across entertainment, sport and allied verticals.

The collaboration signals a renewed and sharpened focus on the entertainment and talent ecosystem at a pivotal moment of industry transition. The partnership reflects a joint move by Bunty Sajdeh and Prarthana Ajmani to build a streamlined, modern and integrated vertical that prioritises structure, longevity and sustained talent nurturing across all mediums.

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Bunty Sajdeh, CEO, Cornerstone, said:

“Look at Hollywood and you’ll see how the talent management approach has always worked in the West. There are unique skill sets that are clearly defined — strategic, long-term brand and wealth building, alongside specialised talent management that is an industry in itself when done correctly and holistically. Both are equally important and must work hand in hand to ensure maximum output. I’ve known Prarthana for many years and have always admired her professionalism and strategic mindset, so when the opportunity arose to join hands, it was an easy decision.”

Prarthana Ajmani, CEO, Armour, added:

“With CXA, we’re building a system that is structured, future-ready and truly talent-first. Partnering with Cornerstone brings together the strengths of two teams driven by excellence. On a personal level, Bunty’s strategic clarity and faith in my abilities have been key driving forces in this collaboration. I’m thrilled to embark on this journey with him.”