|Type||Citrus flavored soda|
|Manufacturer||The Coca-Cola Company|
|Country of origin||India|
|Flavour||Lemon and Lime|
Citra was a clear lemon and lime flavoured soda sold in India in the 1980s and early 90s. Citra was owned by Parle. 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. At the time of sale, the Parle brands together had a 60% market share in the aerated water industry. The brand was strong in South India. Citra was phased out by the year 2000 to make way for Coke's international brand, Sprite.
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. 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. The relaunch is aimed at competing with smaller regional brands.
- "Coca-Cola to revive Citra after 19 years, aims mopping up volumes". The Economic Times. 13 February 2012. Retrieved 22 February 2012.
- Kachru, Upendra (2009). Strategic Management: Concepts and Cases. Excel Books India. pp. 689, 690. ISBN 81-7446-424-7.
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- Ray, Pradeep Kanta (2005). FDI and industrial organization in developing countries: the challenge of globalization in India. Ashgate Publishing, Ltd. p. 82. ISBN 0-7546-4322-0.
- "Market dynamics force Coke to delay launch of diet cola". The Indian Express. 7 June 1998. Retrieved 22 February 2012.
- "From household names to forgotten history: Story of India's grand old brands such as Binaca, Dalda & Moti Soaps". The Economic Times. 28 November 2011. Retrieved 22 February 2012.
- "Coca-Cola unveils new citrus-flavoured soda". Herald-Journal. 20 February 1998. Retrieved 22 February 2012.
- "Coke and Pepsi in war of flavours this season". The Times of India. 22 February 2012. Retrieved 22 February 2012.
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