Rajan Shahi is a highly successful Indian television producer and director, known for producing blockbuster shows like Anupama, Yeh Rishta Kya Kehlata Hai, and Sapna Babul Ka… Bidaai, under Director’s Kut Productions. He also produced Anupama: Namaste America, a prequel web series for his hit show Anupamaa, with his daughter Ishika Shahi under their banner I Shahi Entertainment and Director’s Kut Productions.
Q1. You’ve created shows that run for years and grow with audiences. How do you keep characters emotionally relevant without losing their original soul?
Rajan Shahi. Basically, over the years, when shows like Yeh Rishta run for 16 years and Anupama for almost five and a half years, I think we have to keep reinvolving and reinventing ourselves. We need to keep a very sharp and keen eye on the changing family dynamics. Every generation evolves; nobody stagnates. Each generation moves forward and adapts to the new social environment, changing family structures, and even the political and technological influences that affect families across generations. Understanding this and instinctively retaining what three to four generations would like to watch together has always been a big task for a show like Yeh Rishta. We cannot make it too overdramatic, and at the same time, we have to keep the texture of Yeh Rishta alive. That is very hard work, but it has always paid dividends for us by helping the show look different from others on television.
Q2. Television today faces constant comparisons with OTT. Do you see this as pressure or as an opportunity to evolve storytelling on the small screen?
Rajan Shahi. Yes, we have always faced challenges in TV, but now the changes and competition are much more severe, especially with OTT platforms, films, and multiple verticals coming up. We have to keep ourselves updated and continue evolving so that people keep watching our shows. There is a lot of competition and immense variety today. The consumer is the king. Television sometimes becomes the second screen, as people are constantly on their phones. When they look up, they might just watch a single scene. The attention span of viewers has really reduced because they are rightfully spoiled for choice. There are multiple genres, reality shows, fiction shows, digital content like podcasts, interviews, and homemade videos. It is tough, but it is survival of the fittest. You constantly have to think about how your content will stand out. Shows like Anupama and Yeh Rishta also do very well on Jio Hotstar. In fact, the first viewing often happens on the OTT platform, where digital audiences watch the show before it airs on television. What I have been told by the Star and Jio team is that the show performs very successfully on both platforms, whether it is first viewed on OTT in the morning or later during prime time on TV. Somewhere, we have designed ourselves to cater to two kinds of audiences, and both platforms are showing positive results. We also did a show called Namaste America, which was a pre-sequel to Anupama. Seeing the format of Anupama, we created a 12-part series produced by my daughter Ishika Shahi under the Shahi Productions for Jio Hotstar, and it did very well. At the same time, shows like Anupama and Yeh Rishta continue to exist successfully on both platforms.
Q3. Your shows thrive on strong family dynamics. How much of your personal belief system influences the worlds you create?
Rajan Shahi. My shows have always focused on family viewing. I feel very few makers today have their own individual stand. For me, television is meant for families, where all generations sit together, discuss the show, learn from it, and take back something meaningful. It should be a source of entertainment, learning, and positivity, with a message that enhances life in some way. That has always been my core. At the same time, I do not want to limit creativity to just one style. DKP produces Yeh Rishta, Anupama is produced by my mother Deepa Shahi, and Ishika, who is venturing into digital, is creating very different content under her production for a YouTube channel launching in January 2026. I see the company evolving with different minds and ideas, and I encourage the younger generation to take content forward on OTT platforms.
Q4. You’re known for trusting actors with layered characters. What tells you that an actor is ready to carry emotional responsibility, not just screen time?
Rajan Shahi. Good casting, I believe, comes from instinct. If you look at my shows, you will always find a strong mix of seasoned actors, veteran performers, known faces, semi-known actors, and newcomers. Casting is about finding the right person for the role and seeing how they add value. I am very happy that our shows are known for their casting and for launching new talent in the industry.
Q5. Viewers today are vocal and opinionated on social media. How do you decide which feedback to absorb and which to ignore?
Rajan Shahi. Regarding feedback and comments, it is important to be smart enough to know what to take seriously and what to ignore. Some actors tend to take comments too seriously. One should take them with a pinch of salt. While comments can be a good source of learning and understanding, including negative ones, many are baseless. Digital media requires you to extract the best from feedback, treat it as a learning experience, and reject what is irrelevant.
Q6. Your shows often balance tradition and change. How do you ensure that evolving values don’t alienate your loyal audience?
Rajan Shahi. I think every generation and every individual, along with the evolving society, brings a lot of goodness and learning. Just because people are young, we cannot say that they are not contributors or that they do not have value. Each generation complements the other, and taking the best from every age group is what makes a show inclusive. That is why our shows feature characters from all age groups. In some way, we are all emotional and deeply connected to certain things in life, especially our family and relationships. Some emotions are universal. For example, Anupama, produced by Deepa Shahi, reflects maternal emotions that resonate across the world. Whether you say Aai, Amma, Tai, Biji, Mom, or Mother, the emotions remain the same everywhere.
Q7. What excites Rajan Shahi today-scale, storytelling, or leaving behind a creative legacy?
Rajan Shahi. What excites me the most is good storytelling, because only strong storytelling can create a good show. It is never about the scale. The scale always depends on the kind of story you want to tell. That is why good storytelling has always been my main focus. Every generation creates its own legacy. With the hard work, my maternal grandfather P. Jairaj Ji began in 1929, starting with silent films, he made a name for himself and later received the Dadasaheb Phalke Award in 1981. His first film was Jagmagati Jawani in 1929. Then my mother became a producer with Yeh Rishta Kya Kehlata Hai and Anupama. Now Ishika is stepping forward with her new YouTube series launching in January 2026. Each person has to prove their worth through hard work, learning, and understanding. We complement each other and continue to learn from one another. I strongly believe that my shows must have an emotional connection and an emotional touch, which is a universal language. Today, there is so much to explore and learn, especially with the advent of AI. The key is understanding how to stay relevant and how to use these tools effectively. I have always believed in building a strong company with a good team and being prepared for what lies ahead.
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