Zee TV’s announcement of a new show titled Pavitra Rishta has triggered a strong public reaction from producer Ekta Kapoor, who says the iconic name has been reused without her knowledge.
The producer,
whose original 2009 series Pavitra Rishta went on to become one of Indian television’s most recognised shows, took to Instagram Stories to voice her objection. Ekta criticised the decision to revive the title for an unrelated project and questioned the creative ethics behind the move.
In her post, Ekta accused the makers of leaning on an already established intellectual property instead of creating something original. She wrote that when creators fail to build their own IP, they resort to feeding off someone else’s work, describing the decision as “terrible ethics” and “intellectual bankruptcy.” She also added that there was “nothing pavitra” about the choice of title.
The backlash comes ahead of Zee TV’s planned launch of the new romantic drama Pavitra Rishta, which has been created by Siddharttha Vankara and produced by Aman Sachdeva. The upcoming show stars Abrar Qazi and Priyanshi Yadav in the lead roles, with Pallav Pradhan and Roopa Divetia playing important characters. Despite sharing the same name, the new series has no connection to Ekta Kapoor’s original production.
As per reports, the show is expected to go on floors in January, with a tentative premiere scheduled for February. Ekta Kapoor’s comments have already sparked widespread discussion online, with viewers debating the ethics of reusing a title so closely associated with a culturally significant television show.
The original Pavitra Rishta premiered on Zee TV in 2009 and was produced by Ekta Kapoor under her banner Balaji Telefilms. Starring the late Sushant Singh Rajput and Ankita Lokhande as Manav and Archana, the show followed the lives of a middle-class couple navigating love, family responsibilities and sacrifice.
Set against the backdrop of Mumbai’s chawl culture, the series became known for its grounded storytelling and relatable characters. It enjoyed a long and successful run and played a crucial role in shaping Sushant Singh Rajput’s career, eventually paving the way for his transition to films. Even years after it went off air, Pavitra Rishta continues to hold a special place in television history, making the reuse of its title a sensitive issue for both its creator and its audience.
