Binaca (brand)

Binaca is an oral hygiene brand that is marketed in India and owned by Dabur.[1]

Not to be confused with the American brand of breath spray of the same name.

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] It was owned by Reckitt Benckiser which sold it to Dabur in 1996 for ₹12 million (US$170,000).[5][6].

Post acquisition

Dabur initially launched a toothpowder under the Binaca brand but withdrew 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 ₹200 million (US$2.8 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.[5][7] Currently, Dabur markets toothbrushes under the Binaca brand.[1]

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See also

References
  1. "From household names to forgotten history: Story of India's grand old brands such as Binaca, Dalda & Moti Soaps". The Economic Times. 28 November 2011. Retrieved 13 March 2012.
  2. Vachani, Sushil (1991). Multinationals in India: strategic product choices. Oxford & IBH Pub. Co. p. 103. ISBN 8120405501.
  3. Mitra, Ananda (1993). Television and popular culture in India: a study of the Mahabharat. Sage Publications. pp. 83. ISBN 0803991347.
  4. "It's all in the name". The Hindu. 8 September 2002. Archived from the original on 5 December 2010. Retrieved 13 March 2012.
  5. "Dabur may brush off Binaca". The Hindu Business Line. 8 February 2005. Retrieved 13 March 2012.
  6. "Dabur Extends LDM Brand To Foray into Herbal Toothpastes". The Financial Express. 7 April 2003. Retrieved 13 March 2012.
  7. "Dabur to extend Binaca to herbal toothpaste". The Hindu Business Line. 18 May 2004. Archived from the original on 22 April 2012. Retrieved 13 March 2012.
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