PepsiCo doesn't really run its own show in India. It has a loyal partner of nearly 30 years in the country, accompanied by the name of Varun Beverage's Limited (VBL) The crudest and most simple explanation of VBL's role is that it bottles the fizzy drink for sale. All that PepsiCo really does is lend its brand name, sell the concentrate that makes the beverage to VBL and dabble in a bit of its own marketing by splashing 350 crore rupees a year.