Mumbai: Cornerstone, a brand and talent management companies, along with Armour Entertainment led by industry professional Prarthana Ajmani, today announced a strategic partnership with the launch of CXA, a joint venture envisioned as a new-age entertainment and talent agency in India. Bollywood action superstar Tiger Shroff has been signed as the first talent under the new alliance.
The partnership marks a significant milestone in the long-term vision of both organisations and signals a renewed focus on the evolving entertainment and talent ecosystem. At a time of industry transition, CXA aims to build a streamlined, modern, and integrated vertical that emphasises structure, longevity, and sustained talent nurturing across mediums.
The collaboration brings together Cornerstone’s strong track record in building and monetising talent across sports and entertainment with Armour Entertainment’s specialised, talent-first management approach. Prarthana Ajmani’s 15 years of experience working closely with leading actors, combined with her deep industry insight and trusted networks, complements Cornerstone’s brand-building expertise to create a holistic talent management ecosystem.
Commenting on the partnership, 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.”
