Daijiworld Media Network – Bengaluru
Bengaluru, Feb 11: Actress Tamannaah Bhatia formally assumed charge as the brand ambassador of Karnataka Soaps and Detergents Limited (KSDL) on Tuesday, even as her appointment continued to spark political criticism over the choice of a non-Kannada-speaking actor to represent the iconic Mysore Sandal Soap.
Bhatia’s two-year tenure, reportedly valued at Rs 6.20 cr, was announced in May 2025 and had drawn objections from sections of the Opposition BJP, Kannada organisations and social media users. The criticism resurfaced ahead of Tuesday’s event in Bengaluru, where she took charge and participated in a major product launch.
BJP MP from Chikkaballapura and former Karnataka minister K Sudhakar questioned the decision, alleging that prominent Kannada film stars had been overlooked despite their popularity across languages. In a post on X, he accused the Congress government of adopting an ‘anti-Kannada’ stance and described the move as an insult to the identity of Mysore Sandal Soap. He cited actors such as Ramya, Rashmika Mandanna, Srinidhi Shetty, Pooja Hegde and Rukmini Vasanth as suitable alternatives who have taken Kannada cinema to national and international audiences.
Defending the appointment, industries minister M B Patil said the selection was made by a committee after evaluating five to six names, including actors from Karnataka. He clarified that some Kannada actors could not be considered because they were already endorsing other brands. “If someone is endorsing another brand, they cannot be appointed as the brand ambassador for Mysore Sandal,” he said.
Patil stressed that the decision was driven purely by business considerations aimed at strengthening KSDL’s market presence. He noted that Mysore Sandal’s sales extend well beyond Karnataka. “Only about 8–12 per cent of sales are within Karnataka, around 18 per cent in Telangana and other states, 8 per cent in north India, and about 1 per cent internationally,” he said, adding that politicising the issue would not benefit the company.
The event also marked a significant expansion of KSDL’s portfolio, with the launch of 57 new personal care and home care products. These include three varieties of Mysore Sandal Soap in refreshed packaging; nine fragrances of incense sticks and dhoopas; eight types each of perfumes, shampoos and hotel products; three kinds of face wash; two hand washes; four varieties each of petroleum jelly and virgin coconut oil; and six home care products. The expanded range also features sandalwood oil, jasmine-scented luxury soaps, toothpaste and organic products, taking the company’s total offerings to nearly 60.
Highlighting diversification efforts, Patil said KSDL is now manufacturing jasmine-scented luxury soaps priced at Rs 400 each due to the high cost of jasmine oil. He added that jasmine-based products enjoy strong demand in the European market.
KSDL Chairman C S Appaji Nadagouda said the company’s turnover is expected to reach Rs 2,000 cr this year, with profits likely to exceed Rs 500 cr. He added that a detailed roadmap has been prepared to significantly boost exports, which currently account for about one per cent of total sales.
Several advertisements featuring Bhatia were released at the event. Two coffee table books chronicling KSDL’s heritage — Sugandha Siri and Aromatic Journeys — were also unveiled.
Speaking on the occasion, Bhatia said Mysore Sandal Soap was deeply associated with emotion and nostalgia. “It is not just a soap but is linked to childhood memories and trust. It represents purity and authenticity, and I consider it a privilege to be associated with this institution as its brand ambassador,” she said.