Rajjat Barjatya, MD and CEO of Rajshri Media, passed away on Friday at a hospital in Mumbai. Cousin of filmmaker Sooraj Barjatya, Rajjat was suffering from cancer for a while now and took his last breath at 6:30 in the evening

He was admitted in Jaslok Hospital from the last 10-12 days. According to media sources Rajjay suffered from lukemia in the past and survived the same.

Having hailed from a filmi family, whose roots were embedded in the entertainment industry since 1947, Rajjat contributed immensely to further expand their family business. Rajshri media credits itself on producing some of the best TV shows and delivering some really good family content for the audience. Rajjat himself created a path breaking progress in the digital medium for Rajshri. In fact, the digital promotions of Prem Ratan Dhan Payo was his brainchild.

In an interview with a leading financial daily, Rajjat had stated, “We adopted a digital first strategy. All creatives (posters, trailer, songs, dialogue promos, behind the scenes units) were launched on the web before TV. The three ratans of PRDP — Salman, Sonam Kapoor and Sooraj Barjatya — spoke extensively to digital media about the film and their vision behind it. Salman and Sonam are also very active on social media and regularly shared content from the film, which helped reach out to their core fan base.”

Hailing from a family widely respected in entertainment industry, Rajjat Barjatya was a visionary who believed in yound talents and technology. Heading Rajshri Media, Rajjat contributed immensely to further expand their family business. He himself created a progressive approach in the digital medium for Rajshri as he believed digital to be the biggest platform to thrive.

It’s a big loss for Rajshri House. May his soul rest in peace.