Binaca is an

oral hygiene Oral hygiene is the practice of keeping one's oral cavity clean and free of disease and other problems (e.g. bad breath) by regular brushing of the teeth (dental hygiene) and adopting good hygiene habits. It is important that oral hygiene be carr ...

brand that is marketed in

India India, officially the Republic of India, is a country in South Asia. It is the List of countries and dependencies by area, seventh-largest country by area; the List of countries by population (United Nations), most populous country since ...

and owned by Dabur.

History

It was launched in 1951–52 as a

toothpaste Toothpaste is a paste or gel dentifrice that is used with a toothbrush to clean and maintain the aesthetics of Human tooth, teeth. Toothpaste is used to promote oral hygiene: it is an abrasive that aids in removing dental plaque and food from th ...

brand ''Binaca Top''. It sponsored an extremely popular music show on

Radio Ceylon Radio Ceylon ( ''Lanka Guwan Viduli Sevaya'', , ''ilankai vanoli'') is a radio station based in Sri Lanka (formerly Ceylon) and the first radio station in Asia. Broadcasting was started on an experimental basis by the colonial Telegraph Departme ...

and later on

All India Radio All India Radio (AIR), also known as Akashvani (), is India's state-owned public broadcasting, public radio broadcaster. Founded in 1936, it operates under the Ministry of Information and Broadcasting (India), Ministry of Information and Broa ...

Binaca Geetmala ''Binaca Geetmala'' () was a weekly countdown show of top filmi songs from Hindi cinema. It was broadcast on Radio Ceylon from 1952 to 1988 and then shifted to the Vividh Bharati Service of All India Radio network in 1989 where it ran until 199 ...

which was hosted by noted radio personality

Ameen Sayani Ameen Sayani (21 December 1932 – 20 February 2024) was an Indian radio announcer. He achieved fame and popularity across the Indian subcontinent when he presented his ''Binaca Geetmala'' programme of hits over the airwaves of Radio Ceylon. H ...

. The rand was owned by

Reckitt Benckiser Reckitt Benckiser Group PLC, currently branded as Reckitt, formerly known as Reckitt Benckiser, is a British multinational consumer goods company headquartered in Slough, United Kingdom. It is a producer of health, hygiene and nutrition prod ...

who sold it to Dabur in 1996 for .

Post acquisition

Dabur initially launched a toothpowder under the Binaca brand but withdrew that within a year as sales volumes were low. Dabur appointed

PricewaterhouseCoopers PricewaterhouseCoopers, also known as PwC, is a multinational professional services network based in London, United Kingdom. It is the second-largest professional services network in the world and is one of the Big Four accounting firms, alon ...

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 A herbal is a book containing the names and descriptions of plants, usually with information on their medicinal, Herbal tonic, tonic, culinary, toxic, hallucinatory, aromatic, or Magic (paranormal), magical powers, and the legends associated wi ...

toothpaste under the Binaca brand. Currently, Dabur markets toothbrushes under the Binaca brand.

References

{{reflist Brands of toothpaste Oral hygiene Indian brands

History

Post acquisition

See also

References