As Asian manufacturers pile on quality, credibility, and reliability over their unbeatable cost structure, observers predict that pharmaceutical custom manufacturing--which is a high-knowledge, high-technology activity like software development--will move to Asia. A Maureen Rauhi, writing for Chemical & Engineering News . India is giving Europe tough competition as a growing pharma R&D hub of the world. Quality, credibility, reliability and let’s not forget a very reasonable cost structure...the very facts that had helped India to emerge as the IT outsourcing destination of the world, are now seeing it emerging as the pharma R&D hub to beat all. The latest Ernst and Young study has identified India as an emerging hub for collaborative and outsourced research and development (R&D) in drug development, biotechnology and chemicals. Indian pharma companies are going for alternative business models to draw on competition and opportunity. They have shifted from business-driven research to research-driven business.