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{{distinguish|text=the American brand of [[breath spray]] of the same name}}
{{Use British English|date=March 2013}}
{{Use dmy dates|date=March 2013}}

'''Binaca''' is an [[oral hygiene]] brand that is marketed in [[India]] and owned by [[Dabur]].<ref name=etn11>{{cite news|title=From household names to forgotten history: Story of India's grand old brands such as Binaca, Dalda & Moti Soaps|url=http://articles.economictimes.indiatimes.com/2011-11-28/news/30450336_1_swiss-heritage-brand-bunge-india-oral-care-brand|accessdate=13 March 2012|newspaper=[[The Economic Times]]|date=28 November 2011}}</ref>

==History==
It was launched in 1951–52 as a [[toothpaste]] brand ''Binaca Top''.<ref name=sv91>{{cite book|last=Vachani|first=Sushil|title=Multinationals in India: strategic product choices|year=1991|publisher=Oxford & IBH Pub. Co.|isbn=8120405501|pages=103}}</ref> 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]].<ref name=am93>{{cite book|last=Mitra|first=Ananda|title=Television and popular culture in India: a study of the Mahabharat|year=1993|publisher=Sage Publications|isbn=0803991347|pages=[https://archive.org/details/televisionpopula00mitr_0/page/83 83]|url-access=registration|url=https://archive.org/details/televisionpopula00mitr_0/page/83}}</ref><ref name=thsept02>{{cite news|title=It's all in the name|url=http://www.hindu.com/thehindu/mag/2002/09/08/stories/2002090800070400.htm|accessdate=13 March 2012|newspaper=[[The Hindu]]|date=8 September 2002|archive-url=https://web.archive.org/web/20101205105646/http://hindu.com/thehindu/mag/2002/09/08/stories/2002090800070400.htm|archive-date=5 December 2010|url-status=dead|df=dmy-all}}</ref> It was owned by [[Reckitt Benckiser]] which sold it to [[Dabur]] in 1996 for {{INRConvert|1.2|c|lk=on}}.<ref name=thbl05>{{cite news|title=Dabur may brush off Binaca|url=http://www.thehindubusinessline.in/2005/02/08/stories/2005020802390400.htm|accessdate=13 March 2012|newspaper=[[The Hindu Business Line]]|date=8 February 2005}}</ref><ref name=tfe03>{{cite news|title=Dabur Extends LDM Brand To Foray into Herbal Toothpastes|url=http://www.financialexpress.com/news/dabur-extends-ldm-brand-to-foray-into-herbal-toothpastes/74982/0|accessdate=13 March 2012|newspaper=[[The Financial Express (India)|The Financial Express]]|date=7 April 2003}}</ref>

==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 {{INRConvert|20|c}}. 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.<ref name=thbl05/><ref name=thblmay04>{{cite news|title=Dabur to extend Binaca to herbal toothpaste|url=http://www.thehindubusinessline.in/2004/05/18/stories/2004051801260900.htm|accessdate=13 March 2012|newspaper=[[The Hindu Business Line]]|date=18 May 2004|archive-url=https://web.archive.org/web/20120422083526/http://www.thehindubusinessline.in/2004/05/18/stories/2004051801260900.htm|archive-date=22 April 2012|url-status=live|df=dmy-all}}</ref> Currently, Dabur markets toothbrushes under the Binaca brand.<ref name=etn11/>

==See also==
{{Portal|Companies}}
*[[List of toothpaste brands]]
*[[Index of oral health and dental articles]]
*[[Cibaca (brand)]]

==References==
{{reflist}}

[[Category:Brands of toothpaste]]
[[Category:Oral hygiene]]
[[Category:Indian brands]]

Binaca (brand) - Revision history

>GreenC bot: Reformat 1 archive link. Wayback Medic 2.5