Citra, Thums up, Limca, Gold Spot, Maaza & Fanta the popular Indian cool drink brands owned by Indian company Parle in early 80’s. In 1993 Parle sold all these brands to Coke and Coke continues to sell Thums Up , Limca & Maaza But replaced Citra with Sprite & Gold Spot with Fanta in its brand portfolio some where around 1997 (not sure). If one can recall Citra way back in 1990’s a lemon flavored soft drink in a green bottle was very popular in its segment.
The good news is brand Citra will surprise Indian consumer again. After 19 years Coke all set to relaunch the 
brand Citra in Indian markets, Coke will bring back Brand Citra to compete with 7 up, Mountain Due brands owned by Pepsi in the fastest growing lemon flavor drink segment (Growth being 16 % yoy). Coke’s strategy is to bring back Citra at price 20 % less than the existing brands to capture the price sensitive segment using one of the oldest & popular brands from its portfolio.
brand Citra in Indian markets, Coke will bring back Brand Citra to compete with 7 up, Mountain Due brands owned by Pepsi in the fastest growing lemon flavor drink segment (Growth being 16 % yoy). Coke’s strategy is to bring back Citra at price 20 % less than the existing brands to capture the price sensitive segment using one of the oldest & popular brands from its portfolio.Citra will not cannibalize its sister brands Sprite & Limca as there was huge space in clear lemon flavored drinks segment in Indian markets. Another example to prove strength of Indian brand. I also wonder why Ramesh chouhan of Parle sold these brands which are of billions worth now to a mere US$ 60 mill in early 90’s ?
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