 | |
| Type | Citrus flavored soda |
|---|---|
| Manufacturer | The Coca-Cola Company |
| Origin | India |
| Introduced | 1980s, 2012 |
| Colour | Clear |
| Flavour | Lemon and Lime |
Citra was a clear lemon- and lime-flavoured soda sold in India in the 1980s and early 1990s. [1] Citra was owned by Parle Bisleri. Along with other Parle brands, Thums Up, Limca, Gold Spot and Maaza, Citra was sold to Coca-Cola in 1993 in a deal that was reportedly worth $40 million. [2] [3] At the time of sale, the Parle brands together had a 60% market share in the aerated water industry. [4] The brand was strong in South India. [5] Citra was phased out by the year 2000 to make way for Coke's international brand, Sprite. [6]
In 1998, Coke introduced a new drink in the US market also called Citra which was later renamed Fanta Citrus. Although the brand name was similar, this was a totally different grapefruit-based formula. [7] In February 2012, Coke announced that it was reviving the Citra brand in rural areas of Maharashtra and Gujarat on a pilot basis, on a price strategy that will be 20% cheaper than other Coke and competitor brands. [1] The relaunch is aimed at competing with smaller regional brands. [8] [1]
