You are correct, to a certain extent. I do agree with you, but there are many reasons why I think he is afraid to confess his love.
1. You mentioned because of the "Shehensha". Remember from the inception of the show, MA and Ruks etc. keeps referring to him as one who is heartless.. or one who does not have a heart. We have even heard him say it. But it is the first time in his life his heart is beating for someone else. I think he is afraid to accept the fact he is not as ruthless as he thinks he is.
2. Everyone has always 'obeyed' his commands and Jodha is the only one who challenges is mindset and methodology. He is intrigued by her, he loves the challenges, but he doesn't want to bow to her meaning that she was right.. maybe its pride??
3. Well I would have wanted to say religion, but he hasn't shown me otherwise
4. Ruqs- I don't he is afraid of ruqs, both ruqs and Abkar knows she loves power and her status of Chief consort - so he knows that she will never love him as jodha does for who is and not what he could give her.
Okay.. I could go on and on.. I will let the rest of the gang on this..
Love guys always *Muah* 😳