Recent reports suggesting that Zee TV is preparing to launch a new show titled Pavitra Rishta have sparked controversy, with producer Ekta R Kapoor openly expressing her displeasure over the use of the iconic name. While the original Pavitra Rishta is deeply connected with Ankita Lokhande and the late Sushant Singh Rajput, who played Archana and Manav Deshmukh respectively, industry buzz indicates that the upcoming show will be a completely new story and not be connected to the 2009 television classic.
Ekta R Kapoor criticizes Zee TV before launching new show titled Pavitra Rishta; Addresses this as misuse of ‘established IP’
Ekta R Kapoor, who produced the original series under her banner Balaji Telefilms, took to social media to call out the makers for reusing the title. In a strongly worded post he wrote, “When you can’t create an IP you feed another creator’s established IP!” He further criticized the move, saying, “Horrible ethics or intellectual bankruptcy!!! Or both!!! Nothing to Pavitra about it!!!”
The post immediately gained attention online. The producer revealed that she sees it as an attempt to capitalize on the legacy of a beloved show. Pavitra Rishta, originally aired in 2009, became one of the most iconic dramas of Indian television.
According to reports, the new upcoming Zee TV show is expected to star Abrar Qazi, known for his work in Yeh Hai Chahatein and Priyanshi Yadav, who played lead roles in shows like Pandya Store and Dori. The show is said to be directed by Siddharth Vankara and is reportedly a love story with an ensemble cast that includes Pallavi Pradhan and Roopa Divatiya.
Talking further about the new Pavitra Rishta, it is going to premiere on television in February. Meanwhile, the controversy surrounding the title has already sparked debate among the industry and audiences, with many of them associating the name specifically with Ekta R Kapoor’s original creation.
Although the makers of the new show have yet to issue an official statement addressing Ekta Kapoor’s objections, the controversy has reignited discussions about intellectual property, originality and the ethics of reusing established titles in Indian television.
