AstraZeneca lifted the veil a bit today on its plans to become a bigger player in emerging markets, saying sales in those those countries will double to account for about a quarter of the British company’s total revenue by 2014.

Acquisitions and alliances are a way to grow for most global pharma companies in India – a key country in emerging markets. But they know, to grow their portfolio here, field force expansions and investments in more products is critical.

Mid-size drugmaker Elder Pharmaceuticals is increasing its stake in its Bulgarian subsidiary Elder Biomeda to 61% from the current 51% for around $12 million, people familiar with the matter said.

AstraZeneca is boosting its presence in emerging markets through its first branded generics supply deal, with India's Torrent Pharmaceuticals, mirroring similar tie-ups by other Big Pharma groups.