Indian pharma now needs to embark on a ‘super generic’ drug manufacture strategy. The huge dependence on traditional generics is driven by low cost of production. But this will result in unsustainable prospects if dependent only on traditional generics & conservative business model, said Harish K Jain, director, Embiotic Laboratories and secretary, Karnataka Drugs and Pharmaceutical Manufacturers Association (KDPMA). Super generic drug development can spur improvements in terms of expanding therapeutic classes, improve bioavailability and stability, reduce side effects, decrease manufacturing costs, development of new dosage forms, new delivery mechanism and a never-attempted-before combination of known medicines, he said. For generic drug companies, introducing differentiated products via drug repurposing enables competition on the basis of product quality rather than price. Moreover for innovative drug companies, drug repurposing permits reduced development time, cost, and risk as compared to new chemical entities.