His first major role was in a television serial called Just Mohabbat. This was the first serial which had targeted a young college-going audience. It revolved around one character called Jai, played by Sheth. It was about teenage itchy bitchy years, the funny, sad, trying moments and emotions. The serial and his character both became very popular. It ran for four years on the Indian Sop channel Sony.He did many modelling assignments, ads and music videos. He made a Pepsi ad with Shah Rukh Khan.