The Karnataka government has named Bollywood actress Tamannaah Bhatia as the new face of Karnataka Soaps and Detergents Limited (KSDL), the state-run company known for its iconic Mysore Sandal Soap brand.
According to an official government order released on Wednesday, Tamannaah has been signed on as the brand ambassador for a period of two years and two days, with a contract worth ₹6.2 crore.
However, the decision has stirred debate, with some critics questioning the choice of a Bollywood celebrity over local talent. On social media, one user wrote, “When local Kannada young actresses like @AshikaRanganath could be taken as brand ambassador why appoint and promote Hindi ones?”
In response to the criticism, Karnataka’s Commerce and Industries Minister MB Patil addressed the concerns on Thursday. He explained that the appointment was made after careful consideration, aiming to extend the brand’s reach outside the state.
“Mysore Sandal has a very good brand recall within Karnataka, which shall be strengthened. However the intent of Mysore Sandal is to also penetrate markets beyond Karnataka aggressively,” the minister stated.
He emphasized the government’s respect for the Kannada film industry, pointing out its growing influence. “The KSDL has the deepest respect and regards to the Kannada film industry,” he said. “Some Kannada movies are giving competition to even Bollywood films.”
Patil also clarified that the decision to appoint Tamannaah was made by the PSU board in consultation with marketing professionals. “The pride of Karnataka is also a Jewel of the Nation. Hence it’s an independent strategic decision of the PSU board after consulting various marketing experts.”
Choosing a brand ambassador, he said, involves many factors such as availability, social media influence, alignment with the brand, and market reach. “Our vision is for KSDL to touch annual revenue of Rs 5,000 crore by 2028,” the minister added.
