“I cater to a viewer because that viewer's taste matters more than anyo...” — Ekta Kapoor Quote

“I cater to a viewer because that viewer's taste matters more than anyone else's, and I will keep him first in mind and then, if it also appeals to the critics, so be it.”

“The people in Kolkata are very different. They don't wish to be super rich but give more importance to education than anything else. They are very innocent at heart, and one can sense a lot of purity in them.”

“When you talk about a daily soap, it means one would be seen 28 days a month, which requires 30 days of shooting. So an actor being seen on a show airing four days a week and being telecast thrice a day comes along with a baggage of the character.”

“Generally, if a good script comes in I read it, and if it appeals to me, it appeals to me. And it doesn't have to be anything - it doesn't have to be the main character, it doesn't have to be a huge part. It could be a nice cameo - anything that I think is good and surrounded by good, enthusiastic people.”

“What appeals to me in a project is, I'll read the script, and I'll be like, 'Is this something that's new and something I haven't experienced before?' And if so, 'Am I gonna be able to handle it? Am I gonna be up to this challenge?' That's what I try to do.”