Ektaa R Kapoor Slams Zee TV Over New Pavitra Rishta Show, Calls It Misuse of ‘Established IP’

Ziya Khan December 30, 2025Last Updated: December 30, 2025

Controversy has erupted as Zee TV prepares to launch a new show titled Pavitra Rishta. Ektaa R Kapoor, the producer behind the original 2009 classic Pavitra Rishta, has openly criticized the channel for reusing the iconic title. Known for starring Ankita Lokhande and the late Sushant Singh Rajput as Archana and Manav Deshmukh, the original series holds a special place in Indian television history. However, industry insiders reveal that the upcoming show will feature an entirely new story, with no direct connection to the original.

Taking to social media, Ektaa expressed her displeasure in a strongly worded post: “When u can’t create an IP u feed on an established one of another creator!” She further condemned the move, stating, “Terrible ethics or intellectual bankruptcy!!! Or both!!! Nothing Pavitra about it!!!” Her message quickly gained traction online, highlighting concerns over what she perceives as an attempt to capitalize on the legacy of a beloved show without honoring its original spirit.Reports indicate that Zee TV’s new Pavitra Rishta will star Abrar Qazi, known for Yeh Hai Chahatein, and Priyanshi Yadav, recognized for her roles in Pandya Store and Doree.

Her message seems to bring storm on social media, check a message on x getting viral:

Ektaa Kapoor recently set social media buzzing after she shared a sharply worded message on her Instagram story that many believe was a clear reaction to the announcement of a new television show titled Pavitra Rishta. Without naming anyone directly, the producer wrote about the… pic.twitter.com/7khLD4V0YE

— India Forums (@indiaforums) December 29, 2025

Directed by Siddharttha Vankara, the show is described as a love story featuring an ensemble cast including Pallavi Pradhan and Roopa Divetia. The series is scheduled to premiere in February. The backlash against the title reuse has sparked broader conversations within the industry and among viewers about intellectual property rights, originality, and ethical practices in Indian television. While the makers of the new show have not yet responded to Ektaa Kapoor’s criticisms, the debate underscores the challenges of balancing creative innovation with respect for established works.