| Citra | |
| 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]