More than 50,000 people have signed an online petition to demand a ban on the TV show "Pehredaar Piya Ki", which revolves around the marriage of a wealthy 10- year-old boy to a woman twice his age.
The show, which went on air last month, has been criticised for its bizarre plot and for promoting child marriage.
The petition on change.Org was started by an angry viewer, Mansi Jain, who has urged Information and Broadcasting Minister Smriti Irani to ban the show.
"Pehredar piya ki. - A 10 year old impressionable little kid ('piyaa') caressing and stalking a lady who's more than double his age and filling sindoor in her 'maang' is being telecast at prime time -8:30pm on Sony," Jain writes in the petition.
"(Family time) It is to be devoured by the entire nation. Imagine the kind of influence it will steadily and perpetually infuse in the viewers mindset. We want a ban on the serial. We do not want our kids to be influenced by such TV serials. Join us in signing the petition to ban this serial."
Jain's petition has received more than 50,000 signatures, and counting.
"Pehredaar Piya Ki" stars Tejaswi Prakash Wayangankar as Diya Ratan Singh and Afaan Khan as her husband Prince Ratan Singh.