Guddan Gupta, a kind young woman in Indore, marries billionaire chef Akshat Jindal, to save her step-sister's life. Guddan's mother died when she was young; she was raised by her father, Bhushan Gupta, and stepmother Kaushlya Gupta, who dislikes her. Guddan feels guilty for being unable to save her birth mother. Her stepmother criticizes her, saying "Guddan Tumse Na Ho Payega!" (translated, Guddan You Can't Do It!) Guddan's support system is Bhushan and her step-sister, Revati Gupta.
Widower Akshat Jindal lost his first wife, Antara, in a traumatic accident which drove him into a world of his own. An unemotional, no-nonsense person, he is a father figure to his three nephews, the children of his elder brother, Avinash Jindal, and their wives. They love and fear him too.
Guddan marries Akshat; although she annoys him, he protects and supports her. She slowly develops self-confidence, and he begins to feel emotions he does not understand. Earlier in their marriage, Akshat thought that Guddan married him for his money; later, he begins to appreciate her innocence and kindness. During their wedding reception, he learns that Kaushlya deceitfully arranged their marriage. After realizing that he had misunderstood Guddan, Akshat begins to trust her and appreciates her care for his mother.
Police officer Vikram Rawat, Antara's elder brother, forced Guddan to stay with Akshat to collect evidence that Akshat killed Antara. Although Guddan hides her knowledge about Vikram's intentions from Akshat and the rest of the family, she defends Akshat when Vikram arrests him. Akshat learns that Guddan was staying at his house to gather evidence against him, and breaks her mangala sutra.
Akshat's younger brother, Angad Jindal, is mentally ill and was believed to be partially responsible for Antara's death. Akshat hides Angad from the police, and is annoyed when Guddan brings Angad back to Akshat's house.
The entire Jindal family celebrates Holi in Goa. Akshat tries to replace Guddan's mangala sutra; however, she wants him to do so when he accepts her with his heart and not from social pressure. After Angad stabs Akshat, Akshat accepts Guddan wholeheartedly as his wife.
Antara, thought to be dead, reappears and tries to destroy Akshat and Guddan's relationship as Guddan's faith in him is shaken. Angad is killed by Antara's henchmen. Eventually, Antara’s crimes are revealed and she is arrested. On Akshat and Guddan's honeymoon (arranged by Angad), AJ shoots her and she falls from a cliff.
When AJ sees Guddan, he is shocked. Revati has married Inspector Parv Singh. Guddan asks AJ why he shot her. He says that he wanted to keep her from learning about Revati's hatred of her, which Guddan knows was fueled by Antara. Guddan confronts Revati, who wants to destroy Guddan and Akshat's happiness as she blames them for Angad’s death, whom she loved.
Alisha (Akshat and Antara's daughter) appears at the Jindal house during a pooja and refuses to accept Guddan as her stepmother. A devastated Guddan leaves Akshat, although they still love each other. They reconcile some time later and Alisha also starts to love and accept Guddan as her mother. Guddan begins a relationship with AJ, and believes that she is pregnant with their child. Antara kills Alisha and later tries to kill Guddan, and is arrested. When AJ thinks that Guddan has aborted the baby because he is working with Antara, he marries Antara in revenge and abandons Guddan. The couple get separated.
4 years later
Guddan is a successful actress in Mumbai. In Indore, Akshat has become an impoverished alcoholic; Antara runs the house. Guddan comes to Indore to promote her film, and she and Akshat meet again. Akshat and Guddan meet several times leading them to clear their misunderstandings. They reunite and consummate their marriage, and after some time, Guddan is revealed to be pregnant. Antara is defeated as well.
The family enjoys good times. Guddan gives birth to a baby girl, and they name her Choti Guddan. Then Avinash and Ganga arrive; Akshat's elder brother and his wife. Dadi initially refuses to forgive them for deserting their family, but Guddan makes Dadi forgive them. Avinash and Ganga pretend to be nice in the beginning, but soon show their true colors when they kidnap Choti Guddan and try to usurp the wealth. Akshat and Guddan rescue their baby and Ganga and Avinash are killed, but are mortally wounded as well. Guddan and Akshat talk about how they met, fell in love, and united. In the end, they both say l love you to one another. Akshat falls of the cliff and dies, but Guddan survives, though she loses her memory.
20 years later
Choti Guddan is an adult and runs Akshat's restaurant. Agastya joins Guddan as her manager and steals her restaurant for his mother, Pushpa. Agastya and Choti Guddan get married under unforeseen circumstances. Later, it is revealed that he is Chikoo. After some time, Guddan regains her memory and comes back and fights for her daughter, but the in-laws of Choti Guddan think she is mentally ill, which Agastya refuses to believe. Agastya and Choti Guddan realise they love each other, and reunite. Pushpa reforms and Agastya’s obsessive lover, Niya is arrested. It is shown that Guddan is missing Akshat and talking to his photo that hangs on the wall.
The show ends with Guddan telling her fan viewers that she loves them and will come back to remind them if they do forget her. She gives her last goodbye.
