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]
^Ray, Pradeep Kanta (2005). FDI and industrial organization in developing countries: the challenge of globalization in India. Ashgate Publishing, Ltd. p. 82. ISBN0-7546-4322-0.
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