On May 22, 2025, the Karnataka government announced the appointment of Bollywood actress Tamannaah Bhatia as the brand ambassador for Karnataka Soaps and Detergents Limited (KSDL), the state-owned enterprise responsible for manufacturing the iconic Mysore Sandal Soap. This decision, aimed at expanding the brand’s national and global presence, has sparked both interest and debate. The move highlights the intersection of cultural heritage, business strategy, and regional identity.
Mysore Sandal Soap, a heritage brand established in 1916 under the patronage of Maharaja Nalwadi Krishnaraja Wadiyar IV and visionary engineer Sir M. Visvesvaraya, is a symbol of Karnataka’s cultural and industrial legacy. Manufactured by KSDL, the soap is renowned for its unique sandalwood fragrance and has been a household name in India for over a century. KSDL, a public sector undertaking (PSU) since 1980, also produces detergents, fragrances, talcum powder, and sandalwood oil, holding a Geographical Indication (GI) tag for Mysore Sandal Soap and Mysore Sandalwood Oil since 2006. The company’s manufacturing facilities are located in Bengaluru, Mysore, and Shimoga, with exports to 11 countries as of 2019.
The appointment of Tamannaah Bhatia, formalized through a government order on May 22, 2025, entails a two-year and two-day contract valued at ₹6.2 crore. This strategic decision aims to leverage her pan-India appeal to boost the brand’s visibility beyond Karnataka, aligning with KSDL’s ambitious goal of achieving an annual revenue of ₹5,000 crore by 2028.
The decision to appoint a non-Kannadiga actress has sparked significant controversy, particularly among pro-Kannada activists and local groups. Critics argue that Mysore Sandal Soap, deeply rooted in Karnataka’s cultural identity, should be represented by a Kannada actress to promote local talent and preserve regional pride. Social media platforms, particularly X, saw vocal criticism, with users questioning why local actresses like Ashika Ranganath or Deepika Padukone (a Karnataka native) were overlooked. Protests were staged by groups like the Yuva Karnataka Vedike and Karnataka Rakshana Vedike outside KSDL’s Yeshwantpur factory in Bengaluru on May 23, 2025, demanding the contract’s cancellation.
The controversy escalated when MP Yaduveer Krishnadatta Chamaraja Wadiyar, a scion of the Mysore royal family, expressed indignation on May 23, 2025, calling the decision “irresponsible” and “insensitive” to Karnataka’s heritage. Critics also questioned the financial rationale, noting that KSDL reported a turnover of ₹1,786 crore in 2024-25, with ₹1,430 crore from southern states, and argued that the brand’s existing profitability did not necessitate such a high-cost endorsement.
In response to the backlash, Karnataka’s Minister for Commerce and Industries, M.B. Patil, defended the decision on May 23, 2025, emphasizing that it was a strategic move to expand Mysore Sandal Soap’s market reach beyond Karnataka. Patil highlighted that the selection process involved consultations with marketing experts and considered factors such as:
- Pan-India Appeal: Tamannaah Bhatia’s extensive presence in Bollywood, Telugu, Tamil, and Kannada cinema, along with her 28.2 million Instagram followers, makes her a recognizable figure across diverse markets.
- Social Media Presence: Her digital influence, including 5.8 million followers on X, aligns with KSDL’s goal of targeting younger audiences.
- Brand Alignment: Her professional experience endorsing beauty and skincare brands ensures coherence with Mysore Sandal Soap’s values of quality and heritage.
- Market Expansion: With only 6-7% of KSDL’s market share in non-southern states, a high-profile ambassador is seen as critical for national and global growth.
Patil clarified that KSDL holds the Kannada film industry in high regard, noting that some Kannada films compete with Bollywood. He emphasized that the decision was a business strategy, not a cultural oversight, and hinted at future plans to potentially rope in Hollywood actresses to further globalize the brand. The minister also highlighted KSDL’s impressive growth, with a 40% increase in turnover over the past two years, surpassing competitors like Godrej (11%), ITC (8%), and Wipro (7%).
This is not the first time KSDL has chosen a non-Kannadiga ambassador. In 2006, cricketer Mahendra Singh Dhoni was signed for ₹80 lakh, but the contract was terminated in 2007 due to his inability to fulfill promotional commitments. Other non-Kannadiga celebrities, such as Mugdha Godse and Parvati Nair, have also endorsed the brand, though none faced the level of opposition seen in Tamannaah’s case. The current controversy underscores the delicate balance between cultural pride and commercial ambition, a recurring theme in discussions about public sector enterprises and regional identity.
| Aspect | Details |
|---|---|
| Brand | Mysore Sandal Soap, manufactured by Karnataka Soaps and Detergents Limited (KSDL) |
| Brand Ambassador | Tamannaah Bhatia |
| Appointment Date | May 22, 2025 |
| Contract Duration | 2 years and 2 days |
| Remuneration | ₹6.2 crore |
| Objective | Expand market reach beyond Karnataka, targeting ₹5,000 crore revenue by 2028 |
| Controversy | Criticism for choosing a non-Kannadiga over local actresses |
This development is crucial for competitive exams like UPSC, State PSC, and Banking exams, where questions on current affairs, public sector enterprises, cultural heritage, and economic policies are common. The controversy highlights the tension between regional identity and globalization, a frequent theme in governance and polity sections. Aspirants should note the strategic role of celebrity endorsements in branding, the economic goals of PSUs, and the socio-cultural implications of such decisions.
The Karnataka government’s appointment of Tamannaah Bhatia as the brand ambassador for Mysore Sandal Soap on May 22, 2025, for a ₹6.2 crore contract has stirred debate due to her non-Kannadiga background. The decision, defended by Minister M.B. Patil as a strategic move to expand KSDL’s market nationally and globally, aims to achieve a ₹5,000 crore revenue target by 2028. Critics, including pro-Kannada groups and MP Yaduveer Wadiyar, argue that a local actress should have been chosen to represent Karnataka’s cultural heritage. This issue underscores the balance between commercial strategy and regional pride, relevant for questions on PSUs, cultural identity, and marketing strategies in competitive exams.
- Appointment: Tamannaah Bhatia named brand ambassador for Mysore Sandal Soap by KSDL on May 22, 2025.
- Contract: ₹6.2 crore for 2 years and 2 days.
- Objective: Expand KSDL’s market beyond Karnataka, targeting ₹5,000 crore revenue by 2028.
- Controversy: Protests by Yuva Karnataka Vedike and Karnataka Rakshana Vedike on May 23, 2025, over non-Kannadiga selection.
- Defense: Minister M.B. Patil cites Tamannaah’s pan-India appeal and digital presence as key factors.
- Historical Context: KSDL previously signed MS Dhoni in 2006, terminated in 2007 due to unfulfilled commitments.
- KSDL’s Growth: Achieved ₹1,786 crore turnover in 2024-25, with 40% growth in two years.