Binaca (Indian brand) explained
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] It was owned by Reckitt Benckiser who sold it to Dabur in 1996 for .[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 . 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]
See also
Notes and References
- News: 28 November 2011 . From household names to forgotten history: Story of India's grand old brands such as Binaca, Dalda & Moti Soaps . . 13 March 2012.
- Book: Vachani, Sushil . Multinationals in India: strategic product choices . Oxford & IBH Pub. Co. . 1991 . 8120405501 . 103.
- Book: Mitra, Ananda . Television and popular culture in India: a study of the Mahabharat . Sage Publications . 1993 . 0803991347 . 83 . registration.
- News: 8 September 2002 . It's all in the name . . dead . 13 March 2012 . https://web.archive.org/web/20101205105646/http://hindu.com/thehindu/mag/2002/09/08/stories/2002090800070400.htm . 5 December 2010 . dmy-all.
- News: 8 February 2005 . Dabur may brush off Binaca . . 13 March 2012.
- News: 7 April 2003 . Dabur Extends LDM Brand To Foray into Herbal Toothpastes . . 13 March 2012.
- News: 8 February 2005 . Dabur may brush off Binaca . Business Line. 13 March 2012.
- News: Dabur to extend Binaca to herbal toothpaste. 13 March 2012. Business Line. 18 May 2004. https://web.archive.org/web/20120422083526/http://www.thehindubusinessline.in/2004/05/18/stories/2004051801260900.htm. 22 April 2012. live.
- News: 28 November 2011 . From household names to forgotten history: Story of India's grand old brands such as Binaca, Dalda & Moti Soaps . . 13 March 2012.
