MUMBAI: Sony Entertainment Television (Set) is launching a new fiction show titled ?Amita Ka Amit? on 14 January.

Produced by Swastik Productions, the show will air every Monday to Thursday at 8.30 pm.

?Amita Ka Amit? will compete with Colors? Madhubala, Star Plus? Ek Hazarome Meri Behena hai and Zee TV?s Hitler Didi.

Set CCO Vivek Bahl said, "What makes Amita Ka Amit stand apart is the simplicity of the narrative and the universality of the premise, this is almost every Indian married couple?s story. This simple yet relatable story will surely strike the right chord with viewers as at some point in time we may have had expectations like Amita. The cast is fresh and the story is engaging. We look forward to the show being liked by our viewers."

Swastik Productions founder and creative director Siddharth Kumar Tewary said, "Television is about characters that you create and I wish viewers are able to identify and relate with Amita?s character and enjoy watching the show just as much as we are enjoying making it. It?s a slice of life show with relatable characters and we wish that viewers will be entertained."

?Amita Ka Amit? is a story set against the Gujarati backdrop of Mumbai that narrates the life of Amita, a simple and unassuming girl who dreams of an extraordinary life partner and a picture perfect ?sasural?. Immensely pampered by her parents she hopes to receive the same love from her future in-laws too. But the show will narrate if the perfect boy and in-laws exist.