View source for Citra drink

{{Distinguish|Coca-Cola Citra}}
{{Use dmy dates|date=August 2019}}
{{Infobox Beverage 
|name=Citra 
|image= CitraIndia.jpg
|type= [[Citrus]] flavored [[Soft drink|soda]]
|manufacturer=[[The Coca-Cola Company]]
| origin={{flagicon|IND}} [[India]]
| introduced=1980s, 2012
| colour       = Clear
| flavour      = [[Lemon]] and [[Lime (fruit)|Lime]]
| related= 
}}

'''Citra''' was a clear [[Lemon-lime drink|lemon- and lime-flavoured soda]] sold in [[India]] in the  1980s and early 1990s.<ref name=etfeb12>{{cite news|title=Coca-Cola to revive Citra after 19 years, aims mopping up volumes|url=http://articles.economictimes.indiatimes.com/2012-02-13/news/31055270_1_maaza-thums-limca|access-date=22 February 2012|newspaper=[[The Economic Times]]|date=13 February 2012}}</ref>  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.<ref name=uk09>{{cite book|last=Kachru|first=Upendra|title=Strategic Management: Concepts and Cases|year=2009|publisher=Excel Books India|isbn=81-7446-424-7|pages=689, 690}}</ref><ref name=re95>{{cite news|title=Coke uncorks war of words with partner|url=https://news.google.com/newspapers?id=OPghAAAAIBAJ&sjid=KqIFAAAAIBAJ&pg=3788,3306680&dq=|access-date=22 February 2012|newspaper=[[Reading Eagle]]|date=8 January 1995}}</ref> At the time of sale, the Parle brands together had a 60% market share in the aerated water industry.<ref name=pkr05>{{cite book|last=Ray|first=Pradeep Kanta|title=FDI and industrial organization in developing countries: the challenge of globalization in India|year=2005|publisher=Ashgate Publishing, Ltd.|isbn=0-7546-4322-0|pages=82}}</ref> The brand was strong in South India.<ref name=ie98>{{cite news|title=Market dynamics force Coke to delay launch of diet cola |url=http://www.expressindia.com/news/fe/daily/19980607/15855064.html |access-date=22 February 2012 |newspaper=[[The Indian Express]] |date=7 June 1998 |url-status=dead |archive-url=https://web.archive.org/web/20120309151406/http://www.expressindia.com/news/fe/daily/19980607/15855064.html |archive-date=9 March 2012 }}</ref> Citra was phased out by the year 2000 to make way for Coke's international brand, [[Sprite (soft drink)|Sprite]].<ref name=etnov11>{{cite news|title=From household names to forgotten history: Story of India's grand old brands such as Binaca, Dalda & Moti Soaps|url=http://articles.economictimes.indiatimes.com/2011-11-28/news/30450336_1_swiss-heritage-brand-bunge-india-oral-care-brand/2|access-date=22 February 2012|newspaper=[[The Economic Times]]|date=28 November 2011}}</ref>

In 1998, Coke introduced a new drink in the [[United States|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.<ref name=hj98>{{cite news|title=Coca-Cola unveils new citrus-flavoured soda|url=https://news.google.com/newspapers?id=W9YpAAAAIBAJ&sjid=oc8EAAAAIBAJ&pg=6342,4201237&dq=|access-date=22 February 2012|newspaper=[[Spartanburg Herald-Journal|Herald-Journal]]|date=20 February 1998}}</ref> 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.<ref name=etfeb12/> The relaunch is aimed at competing with smaller regional brands.<ref name=toifeb12>{{cite news|title=Coke and Pepsi in war of flavours this season|url=http://timesofindia.indiatimes.com/business/india-business/Coke-and-Pepsi-in-war-of-flavours-this-season/articleshow/11989398.cms|access-date=22 February 2012|newspaper=[[The Times of India]]|date=22 February 2012}}</ref>

==See also==

==References==
{{reflist|2}}

{{Citrus sodas}}
{{Coca-Cola brands}}

[[Category:Soft drinks]]
[[Category:Lemon-lime sodas]]
[[Category:Indian drink brands]]
[[Category:Coca-Cola brands]]


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