Pavitra Rishta Controversy: Ekta Kapoor SLAMS New Show, Says 'Nothing Pavitra' About Feeding On 'Established IP'

A fresh controversy has erupted in the television industry after Ekta Kapoor took to social media with a scathing note that many believe is a direct dig at an upcoming show titledPavitra Rishta. Without

naming the makers, the producer strongly criticised the practice of reusing iconic titles, calling it unethical and creatively hollow. Her sharp words have reignited debates around originality, intellectual property, and nostalgia-driven content in Indian television, especially when it involves a legacy show as culturally significant as Pavitra Rishta.

Ekta Kapoor ANGRY at makers of 'Pavitra Rishta'?

Ekta Kapoor shared a pointed Instagram story that read: “When u can't create an -IP u feed on an established one of another creator! Terrible ethics or intellectual bankruptcy!!! Or both!!! Nothing pavitra about it!!!” While she did not explicitly mention the new show or its producers, the timing of her post has made many connect the dots.Reports have been circulating about a new television project titled Pavitra Rishta, which is set to air on Zee TV. The upcoming show reportedly stars Abrar Qazi as the male lead, with Priyanshi Yadav playing the female protagonist. The makers have described it as a fresh story with a new pairing and are expected to begin shooting soon. However, Ekta’s remarks have overshadowed these announcements, sparking heated discussions across social media platforms.Take a look at Ekta's story:

Fans love original Pavitra Rishta

For fans, Pavitra Rishta is more than a TV serial - it is truly an emotion. Created by Ekta Kapoor, the original show starred the late Sushant Singh Rajput and Ankita Lokhande and went on to become one of Indian television’s most loved dramas. The show’s characters, storyline, and themes of love, sacrifice, and family resonated deeply with audiences and continue to enjoy immense popularity even years after it went off air.The reuse of the same title has led many viewers to accuse the new makers of cashing in on nostalgia rather than investing in original storytelling.While the makers of the new Pavitra Rishta have maintained silence amid the controversy, Ekta Kapoor’s explosive statement has brought the issue of creative ownership and originality in television to the forefront. Whether this backlash will impact the show’s launch remains to be seen, but for now, the debate around what truly makes something 'pavitra' is far from over.