Karnataka Soaps and Detergents Limited (KSDL), renowned for its iconic Mysore Sandal Soap, has appointed actress Tamannaah Bhatia as its brand ambassador.
The decision, aimed at boosting the brand’s pan-India appeal, has drawn criticism from pro-Kannada organisations and activists.
Karnataka Rakshana Vedike and other groups have objected to the choice, arguing that a non-Kannada-speaking celebrity does not reflect the brand’s Kannada heritage. Social activist Marilingegowda Patil has written to the Chief Minister seeking a reversal of the appointment.
Minister for Commerce & Industries MB Patil defended the move, stating it was based on “business strategy” rather than regional identity. He cited Tamannaah’s nationwide popularity, youth following, and digital influence as key factors in the decision. She has reportedly signed a two-year contract worth ₹6.2 crore.
Patil further revealed that other names, including Deepika Padukone, Rashmika Mandanna, and Kiara Advani, were considered, but Tamannaah offered the best balance of reach and affordability.
KSDL, which recorded a turnover of ₹1,785.99 crore in 2024–25, is aiming for ₹5,000 crore by 2028, with plans to expand globally and add 435 new distributors. The minister reaffirmed this strategy on X, saying “multi-dimensional changes” are underway to drive the organisation’s growth.
Tamannaah was recently seen in Odela 2 and is set to appear next in the folk thriller Vvan – Force of the Forest alongside Sidharth Malhotra.
