In less than two months after taking over as president and CEO of $33 billion PepsiCo Inc on October 1, Indra Nooyi came to India with a strategic long term bullishness. "India's hour has indeed arrived,' she said, while noting that it is one of the fastest growing markets in the world. The plan involves investing $500 million, uniformly spread over five years. This will take PepsiCo's total investment in India to $1.2 billion. Profits, however, are another matter: "We have been making profits at the EBITA (earnings before interest, taxes and amortisation) level in India but then it gets reinvested back into the business as India is a growing market and we will keep on investing here. India is of great strategic importance to us.'