In the great melting pot of the USA, it seems only fitting that India-born Indra Nooyi, 52, should find herself as the most influential woman behind the red, white and blue logo of the Pepsi company. Indra was named the #1 Most Powerful Woman in Business in 2006 by Fortune Magazine.

For years, Western companies have understood the potential of 1 billion consumers in India, but now they are slowly starting to realize the purchasing power of people in the U.S. who trace their roots to the subcontinent–a group known as desis. MTV India has aired overseas since 1996, but MTV Desi–a channel for Americans of Indian, Pakistani, Bangladeshi, Sri Lankan, Bhutanese and Nepalese descent–is brand new, launching this summer.