Binaca (Indian brand)
Indian oral hygiene brand
From Wikipedia, the free encyclopedia
Binaca is an oral hygiene brand that is marketed in India and owned by Dabur.[1]
History
It was launched in 1951–52 as a toothpaste brand Binaca Top.[2] It sponsored an extremely popular music show on Radio Ceylon and later on All India Radio, Binaca Geetmala which was hosted by noted radio personality Ameen Sayani.[3][4] The brand was owned by Reckitt Benckiser who sold it to Dabur in 1996 for ₹1.2 crore (US$130,000).[5][6]
Post acquisition
Dabur initially launched a toothpowder under the Binaca brand but withdrew that within a year as sales volumes were low. Dabur appointed PricewaterhouseCoopers to sell the Binaca brand in 2002 and was looking at a valuation of approximately ₹20 crore (US$2.1 million). However, after it was unable to sell the brand at the price it expected, it announced that it would revive it by marketing a new herbal toothpaste under the Binaca brand.[7][8] Currently, Dabur markets toothbrushes under the Binaca brand.[9]
