Dharma Takes Full Control of DCA, Rebrands Talent Arm as Dharma Collab Artists Agency

Dharma Productions has taken complete ownership of its talent management venture by acquiring Cornerstone’s stake in Dharma Cornerstone Agency, marking a decisive shift in how the production house wants to engage with artists. The company has relaunched the business as Dharma Collab Artists Agency (DCAA), positioning it as Dharma’s sole and exclusive platform for artist representation across film, music, sports, live experiences and digital culture.The move effectively brings the talent management operation fully in-house, aligning it more closely with Dharma’s long-term creative and commercial strategy. Rather than functioning as a traditional celebrity management outfit, DCAA is being framed as a cross-industry collaboration engine designed to support artists whose careers increasingly move fluidly between cinema, brands, social media and live formats.

Leadership continuity remains intact, with Uday Singh Gauri continuing as CEO and Rajeev Masand as COO, a decision that signals stability even as the agency’s mandate expands. Speaking about the shift, Dharma Productions CEO Apoorva Mehta noted that talent has always been central to the company’s evolution, adding that “with DCAA, we are creating a structured platform that supports artists across disciplines,” underlining that this is intended as a long-term play rather than a quick expansion.For Gauri, who has spent over two decades working across talent, music and live entertainment, the rebrand reflects how representation itself is changing. He pointed out that “representation now goes far beyond negotiation and visibility,”emphasising the need for cultural insight and business thinking as artists navigate multiple platforms simultaneously. The focus, he said, is on building careers that last, not just visibility cycles that spike and fade.

The revamped agency continues to manage a high-profile roster that includes Janhvi Kapoor, Ananya Panday, Sara Ali Khan, Disha Patani, Aditya Roy Kapur, Rohit Saraf, Neeti Mohan, Jonita Gandhi, Orry and Sumukhi Suresh, among others. By bringing these diverse voices under one umbrella, Dharma appears to be betting on scale through collaboration connecting film stars, musicians and digital creators within a single ecosystem.Industry observers see the restructuring as part of a larger trend where production houses are moving beyond content creation into cultural infrastructure, controlling not just what gets made but how talent is shaped, marketed and monetised. With DCAA, Dharma is signalling that the future of artist management lies at the intersection of culture, commerce and storytelling and it wants to be right at the centre of that conversation.