This film pits three pairs of lovers, backed by a kind-hearted aristocrat, against traditional parents committed to viewing marriage as a commercial transaction. Govindaiah, a lawyer wants Raja to marry Chitti. She, however, loves an endearing bodybuilder to whom by traditional obligations, she rightfully belongs. Govindaiah makes Raja's marriage to Chitti on the precondition for helping to find a husband for Raja's sister Ammadu (Vara Lakshmi). Raja rejects the deal and, with his younger brother, sets out to find a groom for Ammadu. In a distant village, he meets Zamindar Veeyanna (SV Ranga Rao), a complex character of declining fortunes and generous spirit who, as Panchayat President, also serves as a representative of the state. Raju and Veeyanna's daughter Savitri (Savitri) fall in love and their wedding is quickly arranged. Veeyanna also finds a groom, Ramana (NT Rama Rao), for Ammadu, but Ramana's father Venkatapathy is a puranam-reciting scrooge who demands a large dowry, which Veeyanna promises to pay.