- Adikesavalu, a sly and evil person, owns the Ongole market and runs it for his own benefits. A young guy called White, falls in love with his daughter and challenges his supremacy and dictatorship.
- White(Ram) enters the Chilli market yard in Ongole at the age of 12. Adikeshava (Prakash Raj) is the chairman of that Chilli yard. White comes to know of Adikeshava's real character and asks him to arrange a marriage with his daughter in certain situations to which Adikeshava agrees. Then what happens to White and Adikeshava?? Why White is doing all these things? Is there any intention for his deeds?? Watch the movie and find out.—F2009100
- Narayana and his son escaping from a gangster Durga, who intends to kill them. In 2001 where a young boy named White, an orphan, enters the Ongole market. He manages to catch the attention of many people including the market chairman Adikeshavulu, who is god to the people of the market, with his tactical ways of business and establishes him as a businessman there. Years later, White, still a leading merchant in the market, is the owner of four shops. On the inaugural event of his fourth shop, he meets Sandhya a.k.a. Sandy, Adikeshavulu's daughter and falls for her. The MLA wants to buy the market so he can shift it to a land on the outskirts of the city. During this, it is also revealed that Adikeshavulu is not a good person but is pretending to be one. Whenever he returns home after difficultly pretending to be a good person, he stands in front of the mirror and removes his clothes. Out of anger for Adikeshavulu not giving him the market, the MLA makes White the market chairman. Adikeshavulu beats the MLA and makes him announce Adikeshavulu the chairman. White agrees on the condition that Sandy must marry him. Out of greed for the market, Adikeshavulu agrees and gets White and Sandy engaged.
On the night after their engagement, White goes to Sandy's house to meet her, but she escapes from him and reaches outside the house with her grandmother and mother and complains on White. Just then, Adikeshavulu comes in drunk but controlled. White understands and leaves, but his father-like business partner in a drunk mode reveals that White has a father who lives in Tripura. Adikeshavulu uses this information and sends Durga to find White's father. But at Tripura, Durga bumps into White while trying to kill an old enemy. It is now revealed that the 'old enemy' is White's father and White's real name is Dorababu. White's partner finds out and blames White of being the son of the person who murdered his family.
It is now that White reveals his past. Years back, Narayana used to be the chairman of the Ongole market. Adikeshavulu was the son of another man, who envied Narayana and wanted his post. The man commits suicide as he could not get the post and taking pity, Narayana appoints Adikeshavulu his man, and the market continues to prosper with Adikeshavulu pretending to be good. One day, Adikeshavulu starts collecting money from the sellers as the funds for building shelter and giving food for the sellers were insufficient. Narayana comes there, stops Adikeshavulu, and tells him that he will give the money. Another man in the market who envies Narayana blames him of acting in front of the people and accuses him of telling Adikeshavulu to collect the money. But nobody believes him and continues to trust Adikeshavulu. Adikeshavulu kills the man along with Durga and it is revealed that it is he who killed his brother. White (Dorababu), decides now to take revenge.
Adikeshavulu kidnaps Narayana, puts him in a sack in the market, and burns the market to ashes as he will get the insurance as profit. The market is burnt that night, but White comes to save it and chases Adikeshavulu into the announcement office. There, Adikeshavulu reveals everything about himself, including the fact that he was the one who killed his brother, which White accidentally catches on the announcement mike. Everybody outside hears everything and charges at Adikeshavulu, who ends up being injured by their beatings. The people welcomes Narayana back in the market, and he gets his post as market president back. Adikeshavulu ends up acting like a mad person to escape from the angry people.
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