ZEE TV has been giving rivals a run for their money with a slew of hit new shows. The latest to premiere on the channel is a new daily soap ‘Teen Bahuraaniyaan’.

‘Teen Bahuraaniyaan’ is being produced by actor Paresh Rawal’s production house Playtime Creations along with Swaroop Sampat.

The mega soap has a heavy Gujarati backdrop and is being described as the tale of the varied interests of three daughter-in-laws, bahus, from extremely different backgrounds and upbringing who are now living under one roof.

“Though it is another ‘saas-bahu’ saga but it is from the point of view of contemporary daughters-in-law, who have entered a new family after marriage,” Swaroop Sampat told IANS in a press conference today.

“Teen Bahuraaniyaan” is a story of three daughters-in-law, from different backgrounds, married in a traditional Gujarati family and their struggle to establish their identities.”

“Since we can’t make ‘Tamas’ or ‘Mirza Galib’ it is a necessity to make a family serial. But I have to do some quality work. In this serial you will find that complex situations are highlighted with great simplicity,” said Paresh Rawal.

“If you notice the trend you will find that all hit movies possess great packaging. Similarly, the packaging of this serial is also excellent,” he added.

Talking about the series, Ashvini Yardi, programming head ZEE TV, said: “We always take up topical and relevant subjects in our shows. Be it Saloni from ‘Saat Phere’, Vidya from ‘Dulhann’ or Lakshmi from ‘Betiyann’ the protagonists have a purpose. This new series will also deal with the struggle of a new daughter-in-law in a new household. Viewers will be able to identify themselves with the theme.”

‘Teen Bahuraaniyaan’ launches on ZEE TV UK on Monday 16th April at 22:30 with an omnimbus edition on Sundays at 15:00.

ZEE TV has been on a high recently with ‘Saat Phere’, ‘Kasamh Se’, ‘Dulhann’, ‘Betiyaan’ and ‘Maayka’ performing well inside the Top 100 shows across India. The channel’s ‘Antakshari’ programme has also beaten STAR One’s version of the same show.