Limca's Slogans & Taglines

Limca is a lemon- and lime-flavoured carbonated soft drink created in India in 1971 by Ramesh Chauhan through Parle Bisleri, originally formulated as a cloudy, thirst-quenching alternative to colas. The brand name derives from the Hindi Limbu ka (made of lime), reflecting its authentic Indian citrus identity. After Coca-Cola re-entered India in 1993, Limca was acquired alongside Thums Up and Gold Spot, becoming a cornerstone of the company's local portfolio. Core offerings centre on the flagship cloudy lemon-lime soda, distinguished by its sharp fizz and refreshing taste that has made it India's quintessential summer beverage for over five decades. Brand messaging has evolved from the foundational positioning Thirst Choice and the iconic 1980s jingle It's veri veri Lime & Lemoni to platforms such as Chadha le Taazgi (Embrace the Freshness) and Doobo Taazaagi Mein (Dive into Freshness). In 2024, the brand returned to its roots with the renewed focus on Pyaas (Thirst), reinforcing its legacy as India's ultimate thirst quencher. Today, Limca remains one of Coca-Cola's most valuable Indian brands, distributed across India and select international markets.