Indian group Torrent Pharmaceuticals will soon link with AstraZeneca. This is an effort to help the image of AstraZeneca in today's market. The idea is to buy over 18 Torrent products. Using this brand will help them market their products in nine different countries. They also plan to continue to add products to this list and increase its distribution to many countries.

Brian White, an analyst from Shore Capital said, "The emerging markets are forecast to contribute 70% of pharmaceutical industry growth in the next five years, and branded generics represent approximately 50% by value in these emerging markets."

AstraZeneca has also mentioned that a license and agreement towards supply will be made for all Torrent Pharmaceutical companies. AstraZeneca has taken a while to accept this move, especially when nearly 85% of the market exists on the emerging markets. Hence, this collaboration seems to be top priority for AstraZeneca at the moment.

AstraZeneca also intends to see an increase in its sales up to 25% of its yearly revenue by the end of 2014. The figure stood at 13% at the end of the fiscal year 2009.

According to the head of this brand of generics unit, Renaud Savary, this can be achieved because, when the marketing of the product takes place, it automatically places the company name in the market. He also said, "Clearly, we see branded generics as a way to accelerate growth in emerging markets. The products were carefully selected in therapy areas we are strong in. We believe we can be successful in building market share and brand equity."