Lord Sriram consecrated the temple here. He revered this Shiva Linga as holy as Shiva Linga at Rameshwaram temple.
The reference to ksheera came from another story related to a Sage called Upamanyu, who lived here. He prayed to Lord Shiva for getting continuous supply of cow milk for his daily pujas and rituals. Lord Shiva created a tank called Ksheerapushkarani and filled it with milk from the mythical Ksheerasagaram (the milky ocean on which Lord Vishnu lies with Anantha-the cosmic snake). Thus the place became Ksheeraramam or Palakollu in Telugu.
This temple is also called as “Trimurti temple” as besides Shiva, there are shrines for Lord Vishnu and Lord Brahma here.
The temple is in West Godavari district of Andhra Pradesh. From Narasapur it is 11 kilometers and from Bhimavaram it is 21 kilometers away.