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]
See also
References
- ↑ 1.0 1.1 Coca-Cola to revive Citra after 19 years, aims mopping up volumes. The Economic Times(13 February 2012). Retrieved 22 February 2012.
- ↑ Strategic Management: Concepts and Cases{{#if:Kachru|, Kachru}. Excel Books India(2009). ISBN 81-7446-424-7
- ↑ Coke uncorks war of words with partner. Reading Eagle(8 January 1995). Retrieved 22 February 2012.
- ↑ FDI and industrial organization in developing countries: the challenge of globalization in India{{#if:Ray|, Ray}. Ashgate Publishing, Ltd.(2005). 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.