– **Type**
– Citrus flavored soda
– **Manufacturer**
– The Coca-Cola Company
– **Country of origin**
– India
– **Introduced**
– 1980s, 2012
– **Characteristics**
– Color: Clear
– Flavor: Lemon and Lime
– Owned by Parle Bisleri
– Sold to Coca-Cola in 1993
– Market share: 60% in aerated water industry
– **History**
– Strong presence in South India
– Phased out by 2000 for Sprite
– Coke introduced a different Citra in the US in 1998
– Revived in 2012 in rural areas of Maharashtra and Gujarat
– Price strategy: 20% cheaper than competitors
– **References**
– Economic Times article on Citra revival
– Book reference on strategic management
– Reading Eagle article on Coke partnership
– Book on FDI and industrial organization in India
– Indian Express article on market dynamics
– **Ownership**
– Coca-Cola Beverages Africa (66.5%)
– Coca-Cola Europacific Partners (19.5%)
– Coca-Cola FEMSA (28%)
– Coca-Cola Hellenic (23.2%)
– Bambi (23.0%)
– **Former Holdings**
– Beverage Partners Worldwide
– Coca-Cola Amatil
– Coca-Cola Enterprises
– Columbia Pictures
– TriStar Pictures
– **Legal**
– United States v. Forty Barrels and Twenty Kegs of Coca-Cola (1916)
– Escola v. Coca-Cola Bottling Co. (1944)
– Sinaltrainal v. Coca-Cola (2001)
– POM Wonderful v. Coca-Cola (2014)
– **Campaigns and Slogans**
– Ashita Ga Arusa
– Coke Zero Facial Profiler
– Coming Together
– Country Sunshine
– Hey Kid, Catch!
Citra was a clear lemon- and lime-flavoured soda sold in India in the 1980s and early 1990s. 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. 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.
 | |
| Type | Citrus flavored soda |
|---|---|
| Manufacturer | The Coca-Cola Company |
| Country of origin | India |
| Introduced | 1980s, 2012 |
| Colour | Clear |
| Flavour | Lemon and Lime |
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.