Two multinational companies are developing memory-enhancing pill. AstraZeneca in collaboration with Targacept, an American company, is trying to develop milder form of a medicine which is originally used to treat Alzheimer's disease. Epix Pharmaceuticals, also from the US is also working on a memory enhancing pill.

It is a renowned fact that even healthy people use drugs to boost their memory. Researchers are trying to develop lighter forms of drugs which are used to produce "cognitive-enhancing effects" in people suffering from age-related memory loss.

Steven Ferris, a neurologist and former committee member of FDA in the US said: "My view is that one could gain approval, provided you showed the drugs to be effective and safe. It could be a huge market."

Barbara Sahakian, professor of clinical neuropsychology at Cambridge, said that the reality is we're not always at our best. After being up at night looking after the kids or traveling, many people would love to have something to sharpen them up. It's not taboo to drink Red Bull. The principle with cognition enhancers is not so different.