Yeh Rishta Kya Kehlata Hai: Why We Still Watch

There are very few constants in life. Taxes, the changing seasons, and the 9:30 PM slot on Star Plus belonging to one specific show. Growing up in an Indian household often meant that dinner wasn't served until the title track played. I remember sitting cross-legged on the floor with my grandmother, watching Akshara navigate the complexities of a Marwari joint family. It felt less like a television drama and more like a window into a parallel, slightly more dramatic, universe.

More than a decade later, the faces have changed, the storylines have leaped forward by generations, but the essence remains untouched. yeh rishta kya kehlata hai is not just a soap opera; it is a cultural artifact. It holds the record for being the longest-running Indian television soap opera, a feat that speaks volumes about its adaptability and deep connection with the audience. But what is the secret sauce? How does a show survive over 15 years in an industry where serials are axed within months?

The Evolution of Storytelling: From Hina Khan to the Fourth Generation

When the show premiered in 2009, the premise was simple yet profound for its time: exploring the concept of love within an arranged marriage. We watched Akshara (Hina Khan) and Naitik (Karan Mehra) stumble through the awkwardness of being strangers living in the same room, eventually finding a deep, abiding companionship. It was relatable. It mirrored the stories of our parents and aunts.

However, a show cannot survive on nostalgia alone. The genius of the writers lies in their willingness to kill their darlings—literally and figuratively. The transition from Akshara to Naira (Shivangi Joshi) marked a significant shift. Naira wasn’t the demure, traditional daughter-in-law her mother was. She was fiery, modern, and lived in Rishikesh before returning to Udaipur. Her romance with Kartik (Mohsin Khan)—popularly dubbed "Kaira"—became a social media phenomenon, bringing in a younger demographic that had previously ignored daily soaps.

Now, as we navigate the fourth generation with Abhira and Armaan, the show continues to reinvent the wheel. While the core values of family (Parivaar) remain central, the conflicts have evolved. We are no longer just dealing with burned rotis or forgotten anniversaries; the show now tackles career ambitions, legal battles, and complex mental health issues, all while keeping the grand aesthetic intact.

A Visual Spectacle: The Aesthetic of Grandeur

Let’s be honest: we partly watch for the clothes. The aesthetic of the show is a character in itself. The sprawling Goenka and Birla mansions, the elaborate festivals, and the weddings that span weeks are a feast for the eyes. It’s escapism at its finest.

I recall attending a cousin's wedding in Jaipur a few years ago. The bride was adamant about her lehenga. She didn't want a designer knock-off; she wanted the specific cut and color palette she saw Naira wear during the Gangaur festival episode. The influence of yeh rishta kya kehlata hai on Indian wedding fashion is undeniable. It sets trends. The makers understand that their audience loves the spectacle of Indian traditions, and they deliver it with high-definition gloss.