Shankar Jaikishan brand on decline
With achievement of incredible fame and signing for numerous movies (towards late sixties), the music quality deteriorated with respect to their own standard. Non-musical phenomenon entered into their musical pursuit. To add, a series of their movies crashed at box-office. Movie producers started associating with other composers as they were charging much lesser fees and could strike an acceptance among popular masses. This saw the beginning of decline of Shankar Jaikishan brand and triggered the end of Golden Era of Hindi film music. In fact, some young composers like Kalyanji-Anandji, Laxmikant Pyarelal, and R D Burman had started getting popular attention and approval with their music being moulded in the line of Shankar Jaikishan music.
With Shankar and Jaikishan working separately, critics found it an opportunity to create an atmosphere of mistrust as both had then become the primary media attention and were susceptible then. Some of their sycophants and wrong friends started playing spoil-sport. Moreover, Shankar and Jaikishan started signing a large number of movies beyond their capacity, and made ways for their decline. However, they could hold their fort intact as the top music directors until Jaikishan's death and desertion of their native R. K. Films banner.