Binaca is an oral hygiene brand that is marketed in India and owned by Dabur. [1]
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 who sold it to Dabur in 1996 for ₹ 1.2 crore (US$150,000). [5] [6]
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 ₹20 crore (US$2.5 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]
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