"Kumkum Bhagya", is loosely based on "Sense and Sensibility" by novelist Jane Austen. The show will be an Indian interpretation of the novel, following the life of a mother who runs a marriage hall and lives with the hope of seeing her two daughters.

"All I can say is that it's a very passionate story of love..." Ekta said in a statement about the new show.

Talking about "Pavitra Rishta" that is going off air soon, the 38-year-old says after "Kyunki..." it was the most special show for her.

"'Pavitra Rishta' has been on air for over four years now and the journey has been most gratifying for me as a maker. After 'Kyunki Saas Bhi Kabhi Bahu Thi' if there is any other show which is close to my heart then it is 'Pavitra Rishta'," she said.

"The characters of Manav, Archana, Arjun, Purvi and now Ankita-Naren have endeared themselves to the audience, so much so that they are an inseparable part of their lives. While the audiences who are hooked on to 'Pavitra Rishta' will continue to enjoy the show at 6.30 p.m., the new show 'Kumkum Bhagya' will open at 9 p.m., drawing maximum eyeballs," Ekta added.

"Kumkum Bhagya" will see actor-turned-producer Shabbir Ahluwalia paired up with Sriti Jha.


Latest Newsfrom Entertainment News Desk