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]