Rise of Rural Consumers in Developing Countries:Harvesting 3 Billion Aspirations, by Vijay Mahajan, Sage Publications India Pvt. Ltd, Delhi, 2016, Pages 168 , Price Rs.795/-

Notwithstanding that the urban population as a share of the world population is rising and touched 53.9 percent in 20151, the prominence of rural population in its potential and economic significance remains valid. For starters they represent a 3 billion population which is highly un-served and under-served by enterprises and government alike. Moreover they are living in distant hinterland, engaged mostly in agriculture or in other informal sectors.