Citra (drink) facts for kids
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| Type | Citrus flavored soda |
|---|---|
| Manufacturer | The Coca-Cola Company |
| Country of origin | India |
| Introduced | 1980s, 2012 |
| Colour | Clear |
| Flavour | Lemon and Lime |
Citra was a clear soda that tasted like lemon and lime. It was first sold in India during the 1980s and early 1990s. This fizzy drink was very popular.
Citra's Early Days in India
Citra was originally owned by an Indian company called Parle Bisleri. It was one of several popular drinks from Parle. Other well-known drinks included Thums Up, Limca, Gold Spot, and Maaza.
In 1993, a big change happened. The Coca-Cola Company bought Citra and other Parle brands. This deal was worth about $40 million. At that time, Parle's drinks made up 60% of the fizzy drink market in India. Citra was especially popular in South India.
After Coca-Cola bought the brand, Citra slowly disappeared. By the year 2000, it was no longer sold. Coca-Cola wanted to focus on its own international brands, like Sprite. Sprite is also a lemon-lime soda.
A Different Citra in the US
In 1998, Coca-Cola launched a new drink in the US. This drink was also called Citra. However, it was a completely different product. It tasted like grapefruit, not lemon and lime. This US version was later renamed Fanta Citrus. So, even though the name was the same, the drink was different.
Citra's Return
In February 2012, Coca-Cola decided to bring Citra back to India. They started selling it again in some rural areas. These areas were in Maharashtra and Gujarat. This relaunch was a test.
The new Citra was sold at a lower price. It was about 20% cheaper than other Coca-Cola drinks. It was also cheaper than drinks from other companies. This strategy helped Citra compete with smaller, local drink brands. The goal was to reach more customers in these rural areas.
