Producer Ektaa R Kapoor has publicly slammed Zee TV for launching a new show titled Pavitra Rishta, accusing the channel of misusing an established intellectual property from her 2009 hit series. The original show, starring Ankita Lokhande and the late Sushant Singh Rajput, remains a beloved classic in Indian television. The controversy highlights ongoing debates about originality and ethics in the industry.
Ektaa R Kapoor, known for producing the iconic television series Pavitra Rishta under her banner Balaji Telefilms, expressed strong disapproval over Zee TV's decision to introduce a new show with the same title. In an Instagram post on December 29, 2025, she wrote, “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!!!” The post quickly drew attention, sparking discussions on social media and within industry circles about the reuse of established titles.
The original Pavitra Rishta, which aired starting in 2009, featured Ankita Lokhande as Archana Deshmukh and Sushant Singh Rajput as Manav Deshmukh. It became one of Indian television's most popular dramas, focusing on themes of love, family, and sacrifice, and continues to hold a special place in audiences' hearts. Reports indicate that the upcoming Zee TV show is an entirely new story, unrelated to the classic, and is not a sequel or reboot.
The new production, helmed by director Siddharttha Vankara and backed by producer Aman Sachdeva, stars Abrar Qazi—known for roles in Yeh Hai Chahatein and Gathbandhan—as the male lead, alongside Priyanshi Yadav, who has appeared in Pandya Store and Doree. The ensemble cast also includes Pallavi Pradhan and Roopa Divetia. Shooting is set to begin in January 2026, with a premiere expected in February on Zee TV.
While the makers of the new show have not yet responded to Kapoor's criticism, the backlash has reignited conversations about intellectual property rights and the ethics of capitalizing on nostalgia in Indian television. Fans of the original series have voiced support for Kapoor, emphasizing the title's deep emotional connection to the late Rajput and Lokhande.
