AstraZeneca is jumping into the branded generics market with a licensing-and-supply deal with India’s Torrent Pharmaceuticals. And like other Big Pharma-generics maker arrangements, this deal will marry AstraZeneca’s brand name with Torrent’s generic products in an effort to boost emerging-markets sales for both. Off-patent drugs tend to sell better in emerging markets if they’re attached to a recognizable pharma brand; consumers consider a Big Pharma name to be a quality guarantee. Under its deal with Torrent, AstraZeneca initially will attach its familiar brand to 18 products in nine countries, with more to come as time goes on, according to a company statement.