Binaca (brand)
Binaca is an oral hygiene brand that is marketed in India and owned by Dabur.[1]
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Binaca is an undergarment brand that is marketed in India and owned by Kiran Textiles.
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 which sold it to Dabur in 1996 for ₹12 million (US$180,000).[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 ₹200 million (US$3.0 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
References
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