Fashion begins in, where aspiring model Meghna Mathur (Priyanka Chopra) expresses her wish to go to Mumbai and pursue her dream of becoming a supermodel. Through her eyes we see that behind the glitz and glamour of the world of fashion not everything is as it seems.

Gurukant Desai hails from Idhar, a small village in Gujarat, but dreams of setting up his own business in Mumbai. After he returns from Turkey, he marries Sujatha for getting the dowry and arrives in Mumbai to start his business. This film chronicles the obstacles he meets, his subsequent rise and the huge backlash he receives when it is revealed that he used unethical means to rise in the business circuit.