In an interview in 2008, Ramesh Chauhan of Parle revealed that he had approached the owners of Duke's Lemonade, requesting them to share the formula for the drink with the promise not to make it in India, which was turned down. Chauhan decided to come up with his own formula, which he launched under the Limca brand in 1977.
In 1992, when the Indian government allowed Coca-Cola to return for operations, at the same time as it admitted Pepsi for the first time, Coca-Cola bought local soft-drink (soda) brands, from Parle Agro owner Mr Ramesh Chauhan including Limca, Thums Up (a cola-like drink), Maaza (a mango-juice based drink), Citra (a clear lemon-lime drink), and Gold Spot (Orange flavour).
Prior to 1988 the original formula of Limca contained brominated vegetable oil (BVO). After world wide reports of ill effects of BVO - the use of BVO in soft drinks was banned in India. As a result of this ban - the formula for Limca was changed and BVO was removed from the concentrate for Limca.
Limca also publishes the Limca Book of Records, a record book similar to the Guinness Book of Records, started originally by Mr Ramesh Chauhan. The Limca Book of Records details feats, records and other unique statistics from an Indian perspective.
One of Limca's original and very popular taglines was "Limca. It's veri veri Lime & Lemoni."