Bold claim: Dharma Productions is taking full control of its talent venture, and this shift could reshape how creators are managed in Bollywood. But here’s where it gets controversial... Dharma Cornerstone Agency (DCA) will be fully acquired by Dharma, with Cornerstone Sport and Entertainment stepping back to pursue independent paths. According to The Economic Times, Dharma is buying Cornerstone’s 45% stake, gaining complete economic rights and contributions in the venture. Financial terms were not disclosed.
What changes on the ground? The talent roster under DCA is expected to stay with Dharma, which will continue to handle ongoing and future engagements. The agency represents a host of high-profile names, including Janhvi Kapoor, Sara Ali Khan, Tiger Shroff, Harshvardhan Rane, Lakshya, Ananya Panday, Siddhant Chaturvedi, and more. This consolidation could enable a more seamless alignment between talent management, training, and Dharma’s film and digital content slate.
Financially, the joint venture reportedly grew from Rs 77 crores in FY24 to Rs 110 crores in FY25, though net profit dipped slightly from Rs 14 crores to Rs 12 crores, per The Economic Times. Industry insiders say that owning 100% of DCA could help Dharma craft a tighter, integrated talent strategy—making casting, career development, and brand partnerships more synchronized with its production and distribution pipelines.
Notably, Apoorva Mehta, Dharma Productions CEO, and Bunty Sajdeh of Cornerstone declined to comment. Observers note that talent-management consolidation often leads to better alignment across casting decisions, long-term planning, and brand strategy, especially as the creator economy and influencer-driven IP continue to expand.
Cornerstone will continue operating independently as Cornerstone Sport and Entertainment, focusing on sports, entertainment, and digital talent. Its client roster includes figures like KL Rahul, Sidhant Chaturvedi, Sania Mirza, and Manu Bhaker, among others.
This move dovetails with a broader consolidation at Dharma. Dharmatic Entertainment has already been merged into Dharma Productions as of April 1, 2025, following Adar Poonawalla’s acquisition of a 50% stake in Dharma for Rs 1,000 crores. This positioning signals Dharma’s intent to scale with an integrated ecosystem spanning production, digital content, and talent management. Earlier this year, Bollywood Hungama reported that Dharmatic, Dharma’s digital arm, officially merged to streamline operations amid a shifting entertainment landscape.
In short, Dharma’s full control of its talent arm could redefine how creators grow within the studio’s ecosystem, potentially enhancing collaboration across projects and accelerating career development for its roster. Yet questions remain: Will Cornerstone’s independent path lead to rapid diversification in its client strategy? How will artists experience career planning when a single conglomerate now steers both development and representation? Share your thoughts on whether this integrated approach is the future of talent in Indian entertainment.
