Ekta Kapoor's longest running show Kumkum Bhagya may end after a decade run

Zee TV's iconic and long-running daily soap Kumkum Bhagya is set to wrap up its journey. Having first aired in April 2014, the show has entertained audiences for over a decade, making it one of the longest-running serials in recent memory. Now, amidst programming changes and strategic reshuffles, the curtain is set to fall on this beloved series.

Produced by Ekta Kapoor’s Balaji Telefilms, Kumkum Bhagya initially captured viewers' hearts with the story of Abhi and Pragya, played by Shabir Ahluwalia and Sriti Jha. Their on-screen chemistry and dramatic storyline became an instant hit, setting a benchmark for romantic dramas on Indian television. Over the years, the show transitioned through multiple generations, with actors like Krishna Kaul, Mugdha Chaphekar, Abrar Qazi, and Rachi Sharma taking the legacy forward. The current cast includes Pranali Rathod, Namik Paul, and Akshay Bindra, representing the fourth generation of characters.

Despite its glorious run, sources confirm that the decision to end the show was influenced by a consistent dip in TRPs in recent months. While Kumkum Bhagya retained a loyal fanbase, changing viewer preferences and increased competition from fresh content prompted the network to consider a revamp of its programming lineup.

Zee TV has recently implemented several programming changes, shifting time slots for existing shows such as Jaane Anjaane Hum Mile, Vasudha, and Jagriti – Ek Nayi Subah. The newly launched reality show Chhoriyan Chali Gaon has been off to a promising start, and the network is now preparing to launch Ganga Mai Ki Betiyaan, produced by Dreamiyata Entertainment (helmed by Ravie Dubey and Sargun Mehta). This upcoming drama, starring Amandeep Sidhu, Sheezan Khan, and Shubhangi Latkar, is likely to replace Kumkum Bhagya in the prime-time slot.