Binaca (brand)

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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 which sold it to Dabur in 1996 for 12 million (US$170,000).[5][6]

Post acquisition[edit]

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]

See also[edit]


  1. ^ a b "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. p. 83. ISBN 0803991347.
  4. ^ "It's all in the name". The Hindu. 8 September 2002. Retrieved 13 March 2012.
  5. ^ a b "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. Retrieved 13 March 2012.