India is a market still in its infancy when compared to global per capita consumption but it still offers huge potential to those wanting to increase depth of consumption said M P Sinha PepsiCo India chairman. According to a report by the Business Standard Sinha, speaking at a keynote address organised by the Confederation of Indian Industry (CII) said that rural India has a huge potential but the early bird will most likely get the worm. "It is not just about being there first, but being there first in a way that is relevant and meaningful to the needs of the consumer," he said.