I have a feeling he is not the villan. He is just the kind of person who is always misunderstood due to his behaviour.
Right now he just wants to fulfil his wife's last wish and marry guddan at any cost. Because he knows that guddan is not someone waiting outside his door to Mary him just for his money, fame or personality. And plus she hates him. I think guddan will confront Aj that she dosent want to marry him and try to leave the engagement. That's why he throws her in the corner reminds her, her promise and forces her to marry him.