Mysore Sandalwood Soap Relaunch Sparks Row as Tamannaah Bhatia Named Brand Ambassador – Woman’s era Magazine
Karnataka’s iconic Mysore Sandalwood Soap, a 108-year-old legacy brand, is making headlines once again, not just for its relaunch, but for the controversy surrounding the appointment of actress Tamannaah Bhatia as its brand ambassador. The decision by Karnataka Soaps and Detergents Limited (KSDL) has triggered a political and cultural debate, with opposition leaders accusing the government of sidelining Kannada talent.
Tamannaah Bhatia
Tamannaah Bhatia Appointed As Brand Ambassador
On Tuesday, Karnataka’s Minister of Small and Medium Enterprises, M.B. Patil, officially announced the relaunch of Mysore Sandalwood Soap. In a social media post, he emphasized the brand’s ambitious roadmap, “A legacy of over a century, now moving strongly towards the future with a clear vision! Karnataka Soaps and Detergents Limited (KSDL) is entering a new phase.”
Tamannaah Bhatia
KSDL aims to increase its annual turnover to ₹5,000 crore by 2030, focusing on digital marketing, export expansion, and product innovation. The announcement poster prominently featured Tamannaah Bhatia as the face of the brand, sparking immediate reactions. Tamannaah Bhatia, a Mumbai-born actress with a strong presence in Hindi, Tamil, and Telugu cinema, was appointed as KSDL’s brand ambassador in May last year for ₹6.2 crore.
Tamannaah Bhatia
While the government cited strategic marketing reasons, critics argue that a Kannada actress should have been chosen to represent Karnataka’s heritage brand. BJP MP K. Sudhakar labeled the decision as reflective of the Congress government’s anti-Kannada mentality. In a strongly worded statement, he criticized the move, “Despite having many stars in our own Kannada region, the Congress government has paid crores of rupees to appoint a film actress from another state and another language… This is yet another proof of the Congress party’s anti-Kannada mentality.”
Tamannaah Bhatia
Sudhakar also cited prominent Kannada-origin actresses such as Ramya, Rashmika Mandanna, Srinidhi Shetty, Pooja Hegde, and Rukmini Vasanth, arguing that overlooking local talent undermines regional pride and the prestige of Mysore Sandal Soap. Responding to the backlash, Minister M.B. Patil clarified that the decision was taken after consulting marketing experts. According to him, the goal is to position Mysore Sandalwood Soap as a global brand rather than limiting its appeal to Karnataka.
