Limca is a lemon and lime flavoured carbonated soft drink made primarily in India and certain parts of the U.S. In an interview in 2008, Ramesh Chauhan of Parle revealed that he had approached the owners of Duke's Lemonade, requesting them to share the formula for the drink with the promise not to market it in India, which was turned down. Chauhan decided to come up with his own formula, which he launched under the Limca brand in 1977. In 1992, when the Indian government allowed Coca-Cola to return for operations, at the same time as it admitted Pepsi for the first time, Coca-Cola bought local soft-drink (soda) brands, from Parle Agro owner Mr. Ramesh Chauhan including Limca, Thums Up (a cola-like drink), Maaza (a mango juice-based drink), Citra and Gold Spot(Orange flavour).
Limca also publishes the Limca Book of Records, a record book similar to the Guinness Book of Records, started originally by Mr. Ramesh Chauhan. The Limca Book of Records details feats, records and other unique statistics from an Indian perspective. One of Limca's original and very popular taglines was "Limca. It's veri veri Lime & Lemoni." In India reigning top Hindi film actresses and actors are generally chosen as brand-ambassadors for the product.