Citra
TypeCitrus flavored soda
ManufacturerThe Coca-Cola Company
Country of origin India
Introduced1980s, 2012
ColourClear
FlavourLemon 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]

References

  1. ^ a b c "Coca-Cola to revive Citra after 19 years, aims mopping up volumes". The Economic Times. 13 February 2012. Retrieved 22 February 2012.
  2. ^ Kachru, Upendra (2009). Strategic Management: Concepts and Cases. Excel Books India. pp. 689, 690. ISBN 978-81-7446-424-8.
  3. ^ "Coke uncorks war of words with partner". Reading Eagle. 8 January 1995. Retrieved 22 February 2012.
  4. ^ 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.
  5. ^ "Market dynamics force Coke to delay launch of diet cola". The Indian Express. 7 June 1998. Archived from the original on 9 March 2012. Retrieved 22 February 2012.
  6. ^ "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.
  7. ^ "Coca-Cola unveils new citrus-flavoured soda". Herald-Journal. 20 February 1998. Retrieved 22 February 2012.
  8. ^ "Coke and Pepsi in war of flavours this season". The Times of India. 22 February 2012. Retrieved 22 February 2012.


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