Citra (drink)

Not to be confused with Coca-Cola Citra.

Citra

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 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

[edit]

1. ^ a b c "Coca-Cola to revive Citra after 19 years, aims mopping up volumes". The Economic Times. 13 February 2012. Archived from the original on 11 May 2013. 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. Archived from the original on 11 May 2013. 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.

* v
* t
* e

Citrus soft drinks

Citrus drink lines|

* Amrat
* A-Treat
* Big Ben's
* Blue Sky
* Boga
* Brisa
* Club
* Cresta
* Crush
* Fanta
* Faygo
* Foxon Park
* Fresca
* Hank's
* Jaffa
* Jarritos
* Jones Soda
* Kas
* Lift
* Mello Yello
* Mirinda
* Mountain Dew
* Nehi
* Nesbitt's
* Pschitt
* Ramune
* San Pellegrino
* Schin
* Schweppes
* Shasta
* Slice
* Suso
* Tango
* Vess

Citrus drinks|

* 50/50
* Ale-8-One
* dnL
* Heee Haw
* Irn-Bru
* Kick
* Kickapoo Joy Juice
* La Casera
* Mountain Breeze
* MDX
* Mountain Holler
* Mountain Lightning
* Orangina
* Rondo
* Ski
* Sun Drop
* Surge
* Tizer
* Urge
* Limca
* Duke's Lemonade
* Vault
* Generic citrus sodas

Lemon-lime drinks|

* List of lemon-lime soda brands
* 7 Up
* Banta
* Bitter lemon
* Bubble Up
* Chilsung Cider
* Dr. Enuf
* Fruktsoda
* Green River
* Kelluke
* Lemon & Paeroa
* Lemonette
* Citra
* Quwat Jabal
* Slice
* Solo
* Sierra Mist
* Sprite
* Starry
* Teem
* Upper 10
* Yoli

Orange soft drinks|

* Appelsín
* Aranciata
* Bluna
* Dad's Orange Cream Soda
* Fitz's
* Gold Spot
* Green Spot
* Kinnie
* Krest
* Laranjada
* Oasis
* Orangette
* Pakola
* Royal Tru
* Sisi
* Slice
* Solo
* Sprecher Brewery
* Sun Crest
* Sunkist
* Zingo

Grapefruit drinks|

* Citrus Blast
* Fresca
* Pelmosoda
* Squirt
* Ting
* Wink

Tangerine drinks|

* Tanora

* v
* t
* e

The Coca-Cola Company

Brands|

| Soft drinks|

* A&W Root Beer (Canada only)
* Ambasa
* Ameyal
* Barq's
* Beat
* Beverly
* Bjäre Julmust
* Blue Sky
* Cannings
* Coca-Cola
* Fanta
* Frutee
* Hit
* Icy
* Kist
* Royal
* Tropical
* Fioravanti
* Fresca
* Fruktime
* Frutonic
* Guaraná Jesus
* Inca Kola
* Iron Brew
* Joya
* Kia-Ora
* Kinley
* Kola Inglesa
* Krest
* Kuat
* Lemon & Paeroa
* Lift
* Mare Rosso
* Mello Yello
* Mezzo Mix
* Moxie
* Nordic Mist
* Northern Neck Ginger Ale
* OK Soda
* Pibb Xtra
* Portello
* Quatro
* Quwat Jabal
* Ramblin' Root Beer
* RimZim
* Red Flash
* Santiba
* Sarsi
* Seagram's
* Senzao
* Smart
* Sparkle
* Sparletta
* Sprite
* Chinotto
* Stoney
* Surge
* Urge
* Tab
* Tanora
* Tiky
* Vault
* VegitaBeta
* Victoria
* Yoli

|

Juices and teas|

* Ayataka
* Capri-Sun
* Delaware Punch
* Enviga
* Far Coast
* Five Alive
* Fruitopia
* Frutonic
* Fuze
* Glaceau
* Gold Peak
* Hi-C
* Honest Tea
* Innocent
* Matte Leão
* Minute Maid
* Cappy
* Oasis
* Odwalla
* Qoo
* Peace Iced Tea
* Simply Beverages
* Sokenbicha
* Sparkle
* Tum-E Yummies
* VitaminWater
* Zico

Sports drinks|

* Aquarius
* Bodyarmor SuperDrink
* Powerade

Monster Beverage
(17.9% stake)|

* BPM Energy
* Burn
* Formula 50
* Full Throttle
* Live+
* Monster
* Mother
* NOS
* RAC 124
* Relentless
* Tab Energy
* Von Dutch

Bottled water|

* Abbey Well
* AdeS
* Arwa
* Aquarius
* Ciel
* Dasani
* Deep River Rock
* Deep Spring
* Malvern Water
* Mount Franklin Water
* Neverfail
* Pump
* Smartwater
* Topo Chico
* Valpre

Coffee-based|

* Barista Bros
* Caribou Coffee
* Costa Coffee
* Dunkin' Donuts
* Georgia
* illy

Dairy-based|

* Fairlife
* Swerve
* Vio

Purchased from Bisleri|

* Citra
* Gold Spot
* Limca
* Thums Up
* Maaza

Joint ventures|

* Coca-Cola Beverages Africa (66.5%)
* Coca-Cola Europacific Partners (19.5%)
* Coca-Cola FEMSA (28%)
* Coca-Cola HBC (23.2%)

Former holdings|

* Beverage Partners Worldwide
* Coca-Cola Amatil
* Coca-Cola Enterprises
* Columbia Pictures
* Panamco
* 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
* H2NO
* Hey Kid, Catch!
* I'd like to buy the world a Coke
* The Lost Island of Alanna
* MagiCan
* Max Headroom
* Move to the Beat
* My Coke Rewards
* MyCoke
* Once Upon a Wheel
* Open Happiness
* Pepsi Invaders
* Coca-Cola polar bears
* The Polar Bears
* Share a Coke

Other|

* Assets
* Coca-Cola buildings and structures
* Criticism of Coca-Cola
* Cocacolonization
* Coca-Cola Freestyle
* Cola wars
* Limca Book of Records
* One, Two, Three (1961 film)

This Indian cuisine–related article is a stub. You can help Wikipedia by expanding it.

|

* v
* t
* e

*[v]: View this template
*[t]: Discuss this template
*[e]: Edit this template