Bling management, led by partners Swati Iyer, Piya Sawhney and Shanti Sivaram, has merged with celebrity platform, Matrix.

Matrix, founded by Reshma Shetty and Vivek Kamath, represents actors in Indian cinema including Abhishek Bachchan, Alia Bhatt, Dulquer Salmaan, Farhan Akhtar, Katrina Kaif, Madhuri Dixit Nene, Priyanka Chopra Jonas, Ram Charan, Shahid Kapoor, Varun Dhawan and Vicky Kaushal among other names. The company also represents top directors like Rohit Shetty and Zoya Akhtar. With a new foray into sports, the company has signed up KL Rahul.

In addition to managing movie, TV, streaming, endorsements, events, social and digital portfolios, Matrix also has partnerships with some of India’s most successful celebrity private labels including Ed-a-Mamma (founded by Alia Bhatt and now a joint venture with Reliance Brands), Kay Beauty (founded by Katrina Kaif as a joint venture with Nykaa) and Anomaly (Priyanka Chopra Jonas’s hair-care brand).

Matrix has built an agency with many firsts to its credit one of which is that the partners in the firm are all women. This includes four homegrown partners Dorita D’Souza (partner, legal and compliance), Hiral Thakkar (partner, live events, TV and casting), Kim Saldanha (partner, private labels and private equity) and Shally Badlani (partner, creator platforms). And three incoming partners with the merger: Piya Sawhney, Shanti Sivaram and Swati Iyer.

Swati Iyer will be CEO of the merged entity.

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