The unimaginable transformation of rural India in the last decade prompted me to revise the book, with the view to making it more relevant to today's rural marketing needs and challenges. In the first edition, the approach was to compare rural markets with urban ones, the second edition focussed on capturing the 'changing rural India' and the third edition focused on the huge opportunity presented by the rural markets. The theme of the current edition is how technology and digital inclusion is changing the rural consumer behavior and presenting a new opportunity for marketers. The valuable feedback received from academia and industry has also helped in shaping this edition.