Ekta Kapoor reflects on Kyunki Saas Bhi Kabhi Bahu Thi’s return with a bold new vision

In a heartfelt and powerful open letter, content czarina Ekta Kapoor announced the return of the iconic Balaji Telefilms show Kyunki Saas Bhi Kabhi Bahu Thi—this time with limited episodes, celebrating its 25-year legacy not just with nostalgia but with intent.

Titled 'Why Kyunki, Why Now?”, Ekta’s note dives deep into the thought process behind bringing back a show that changed Indian television forever. From ruling TRP charts to triggering conversations on issues like marital abuse, age shaming, and women’s empowerment, Kyunki wasn’t just a show—it was a movement.

Initially hesitant, Ekta writes, “You can never compete with nostalgia. It always remains supreme.” But as conversations with the creative and network teams evolved, so did the realization that Kyunki had an unfinished story—one that still had the power to shape thought, reflect society, and spark dialogue.

She then poses a powerful question to herself: Can we return to storytelling that challenges mindsets and opens up conversations? “Can we keep Kyunki away from today's storytelling formats and focus once again on the issues that television once bravely addressed and dealt with? … Can we bring back the time when a family sat at the dinner table and made conversations?”

And with that came her answer: “Let’s do this! Let’s create a show that’s not afraid to raise important questions, that sparks conversations, and stands out in a time dominated by visual gimmicks.'

Let’s do this! Let’s create a show that’s not afraid to raise important questions, that sparks conversations, and stands out in a time dominated by visual gimmicks

- Ektaa Kapoor

With a promise of limited episodes, the reboot aims to impact, entertain, provoke thought, and above all, inspire—with relatable storytelling, emotional depth, and social relevance, all without sounding preachy. 'Cheers to Kyunki, cheers to the power of storytelling, cheers to less of what happened before and cheers to what will come! We will never win against nostalgia. The fight, though, is not about winning. It is about impact!'.

The much-anticipated return of Kyunki Saas Bhi Kabhi Bahu Thi, led by the beloved Smriti Irani, will premiere on July 29 at 10:30 PM on Star Plus, and will also be available for streaming on JioHotstar.