Binaca (Indian brand)
Binaca is an oral hygiene brand that is marketed in India and owned by Dabur.
History
It was launched in 1951–52 as a toothpaste brand Binaca Top. 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. It was owned by Reckitt Benckiser which sold it to Dabur in 1996 for ₹1.2 crore (US$150,000).
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 ₹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. Currently, Dabur markets toothbrushes under the Binaca brand.