The paper deals with generalized Rastall theory of gravity and its cosmological consequences in the background of homogeneous and isotropic flat FLRW model with perfect fluid as the matter context. The model shows a non singular era (emergent scenario) at the early phase of expansion for a particular choice of the Rastall parameter. Also the model finds to be equivalent to the particle creation mechanism in Einstein gravity in the framework of non-equilibrium thermodynamics. Universal thermodynamics is briefly presented and it is found that the entropy function in Rastall theory is the usual Bekenstein entropy and there is no correction to it. Finally, a complete cosmic history starting from inflation to late time acceleration is presented for suitable choices of the Rastall parameter. © 2018, The Author(s).