Release and reception
The film received mostly positive response with major praise particularly for Konkona Sen Sharma, as well as Huma Qureshi and Kalki Koechlin. At reviewbol.com, it got 3/5 Average Critic Review Score from all sites. Taran Adarsh of Bollywood Hungama gave Ek Thi Daayan 4.3 stars out of 5 and called it "An imaginative and appealing supernatural thriller". Meena Iyer of The Times of India awarded it 3.5 out of 5 while remarking "Woven beautifully between the world of magic, occult and suspense, Ek Thi Daayan, makes for compulsive viewing, providing some spine-chilling thrills at short gaps". Raja Sen of Rediff gave it 3 out of 5 star,noting,"Ek Thi Daayan isn't the scariest of horror films. It is, though, smartly crafted, highly original in its approach and a strikingly ambitious effort for the genre". Mansha Rastogi of Nowrunning rated it 2.5 out of 5,feels,"Ek Thi Daayan deserves full marks for its unblemished and watertight first half. The second however is a total waste".
Ek Thi Daayan opened at around 30-40% occupancy with better opening in multiplexes rather than single screens where it collected around ₹62.4 million (US$960,000) on its first day. The film did not show any growth further and netted around ₹155 million (US$2.4 million) over the weekend. Despite low growth over the weekend, the film came out with good total of around ₹ 250 million in its first week. Ek This Daayan grossed over ₹450 million (US$6.9 million) during its entire theatrical run.