Qubool Hai is told from the perspective of three protagonists. Ayaan is an amiable charmer, while his brother Asad is angst-ridden and intense. Spunky, young Zoya has run away from an arranged marriage and, in a twist of fate, marries Ayaan instead. But when she enters his traditional, conflicted household, her progressive ways make her a complete misfit. However, despite despising the culture of hypocrisy in joint families, Zoya may be the link that eventually brings them together.