 | |
| Type | Citrus flavoredsoda |
|---|---|
| Manufacturer | The Coca-Cola Company |
| Origin | India |
| Introduced | 1980s, 2012 |
| Colour | Clear |
| Flavour | Lemon andLime |
Citra was a clearlemon- and lime-flavoured soda sold inIndia in the 1980s and early 1990s.[1] Citra was owned byParle Bisleri. Along with other Parle brands,Thums Up,Limca,Gold Spot andMaaza, Citra was sold toCoca-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 aeratedwater 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 theUS market also called Citra which was later renamedFanta 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 ofMaharashtra andGujarat 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]
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