Prem Prakash Tiwari (Ayushmann Khurrana) owns a cassette shop in the local market of Haridwar. His father is keen to get him married to an educated but over weight girl Sandhya (Bhumi Pednekar). In spite of his not liking her, the school drop out Prem must marry her because he is incapable of attaining a girl with ''Juhi-Chawla-level-of-looks.'' In an elaborate community-wedding ceremony, Prem and Sandhya get married.
Prem shows his disinterest in the marriage very visibly. While his sister, aunt and mother bicker about his non-existent sex life, the guy whisks off to the akhara. Friends and seniors poke fun of him and he tells them about his anguish. His trainer suggests that he must run away but that isn''t an option for him. Back home Sandhya tries to get him attracted to her. But Prem is too embarrassed to even walk with her in market. Prem and Sandhya''s relationship continues to remain strained. Over time, her frustration shows, when Prem''s aunt brings up a petty topic, the two have a heated exchange of words and she tells them how he doesn''t treat her well.
Amidst all this a close friend of Prem''s gets married. He and Sandhya go for the ceremony where due to his excessive drinking and jealousy over his friend''s pretty wife, he tells everyone that sleeping with her feels like hell. Sandhya hears that and slaps him in front of his friends and he slaps her back. Next morning at home, the incident becomes a big issue as Sandhya, with her ego bruised, goes back home. She blames her father-in-law for his lack of respect towards women and not giving his son proper education. Sandhya''s mother tries to pacify her that she must return to her husband. But she is headstrong decides that she can live by herself. Meanwhile, Prem decides to channelizing his energy into studying and to clear his English paper again, he en-rolls for the exam. His friends too give up on him after a verbal squabble they throw him out of the group.
On the work front, a competing shop opens up selling music CDs in the same market, clearly effecting their business. Prem''s family, talks to the shop-owner''s family and the discussion ends with the other guy challenging Prem to participate and win the "It" contest. (The contest entails him picking up his wife on his shoulders and running a race). Meanwhile, Sandhya and Prem reach the court to file divorce. The court decides that the two must spend 6 months with each other and try to work it out. Both decide to live together just as a formality but ice breaks between the two, as they both start understanding each other.
Prem''s aunt successfully convinces him to participate in the wife heaving competition and the couple take a last chance to save their marriage. The d-day arrives and much to the surprise of the society members, Prem and Sandhya join the co-participants. Surprisingly, Prem shoulders the weight of his wife and surges past all other contestants who fall like nine pins. In t