Dr. Anjan Chakravarty, the member of Energy and Environment Committee of The Bengal Chamber of Commerce and Industry have penned a book on “Strategic Brand Management In a VUCA World”, which essentially brings into light that today branding is every employee’s responsibility and is not an isolated departmental function, as organizations progressively strive to prosper in a turbulent environment marked by Volatility, Uncertainty, Complexity & Ambiguity. In this perspective, Dr. Anjan Chakravarty, in the chapter “Branding in Indian Rural Market : An Overview”, impresses on the Branding in Rural India which is a significant phenomenon in this VUCA world with so much of indecisiveness and doubt. Assessing the rural potential, he recommends branding strategies to reach the rural consumers in an effectual manner to their utmost satisfaction.