2020 was a defining year for Karan Johar as he diversified into newer pastures. Dharma Entertainment, the latest digital content-focused sector of his company Dharma Productions, has launched a web film, Guilty, and a web series, Fabulous Lives Of Bollywood Wives. Then, near the end of the year, it was announced that he started a talent management agency in association with Bunty Sajdeh, the Dharma Cornerstone Agency (DCA). Meanwhile, he has recently signed a five-film contract with South Lyca Productions and is in early talks to sell 30 per cent of Dharma's share to Adani Group.

And now, if rumours are to be believed, Karan Johar has recruited a prominent celebrity for the Dharma Cornerstone Agency. Source reveals, "Journalist Rajeev Masand is expected to join DCA next week. He's going to serve as the company's COO. Karan and other top Dharma officials believe that he will be the best person to work and help them discover new talent and handle it."

 Does that mean he has quit journalism for good? The source says, "That's just as it sounds. He's been told he's taking a sabbatical out of journalism. However, looking at other journalists who abandoned the profession entirely when they got into film production and related business, it seems like Rajeev Masand, too, will have gone the same direction."

On 15 January 2021, the official statement read, "After more than two decades of dynamic career as an astute journalist and esteemed film critic, Rajeev Masand is now the COO of Dharma Productions and Cornerstone's new venture—the Dharma Cornerstone Firm. Making his outstanding work in the Indian entertainment industry a reality, Masand will now be responsible for more leadership.

It also reads, "The active establishment of Masand in the industry and the commendable technical experience over the years will exploit strategic insight and impressive expertise with an innovative perspective in the day-to-day operations of the Organization. Harvesting swift decision-making and fruitful collaborations between stakeholders and individuals, Masand's position is set to converge with the Agency's visio.

Rajeev Masand began reporting to The Times of India at the age of 16. Later, he worked for The Indian Express, followed by Star News and CNN-IBN. He also writes regularly for numerous other magazines and blogs. Recently, following the untimely death of Sushant Singh Rajput, he became entangled in a controversy. Blind things written on the late actor by Rajeev Masand came under the scanner. The ex-journalist was heavily trolled and in July 2020 the Mumbai Police had been questioning him for more than 8 hours on different topics, including these blind things.