20-40 INR Live game.
6 Handed

150 bb - Button (Hero) - K(h) J(h)
Raises to 4bb
125 bb - SB (Villain) Calls
BB Calls

12 BB
Flop
9h 4d 5s
Checked to Hero who bets 5.5 bb
Villain Raise to 13bb
BB folds
Hero calls

38 BB
Turn.
A(h)
Villain bets 31.5 bb
Hero Calls

101 BB
River.
A(d)
Villain Bets 81.5 bb
Hero Calls

VIllain Shows 76 hearts

Was interested to find out what line villain should be taking in this hand. I suppose a 3 bet pre flop might be higher EV, not sure.
If villain does decide to flat pre and check raise the flop what strategy should villain use on this Ace(h) turn and Ace(d) river. With regards to my call with the KJ(hh) I suppose this particular combo does not make for a good bluff catcher in the long run due to its suit however I felt villain was weighted towards more combos of bluffs than value so decided to put this one in there. Is it okay in general to have some King highs here that can call down river or should we be looking to have better hands. Villain is bluffing an appropriate amount based on my experience in this spot.

Thanks.