Karnataka Faces Criticism After Tamannaah Bhatia Named Mysore Sandal Soap Brand Ambassador
Bengaluru: The Karnataka government has appointed Bollywood actress Tamannaah Bhatia as the new brand ambassador for Karnataka Soaps and Detergents Limited (KSDL), the makers of the iconic Mysore Sandal Soap.
The announcement, made via a state government order on Wednesday, reveals Tamannaah’s two-year, two-day contract worth Rs 6.2 crore. The decision has sparked criticism from some quarters questioning why a non-Kannada actress was chosen over local Kannada talent.
One critic questioned on social media, “When local Kannada actresses like Ashika Ranganath are available, why promote a Hindi film star?”
Addressing the backlash on Thursday, Karnataka’s Commerce and Industries Minister MB Patil explained the choice as a strategic move to aggressively expand Mysore Sandal Soap’s market beyond Karnataka.
Patil emphasized that the decision respects the Kannada film industry, noting Kannada movies now compete strongly even with Bollywood. “Mysore Sandal enjoys strong brand recognition within Karnataka, but the intent is to grow its presence nationally and internationally,” he said.
The minister added that the PSU board consulted marketing experts and considered factors such as brand alignment, social media influence, and availability before finalizing the ambassador.
“Our vision is for KSDL to achieve annual revenues of Rs 5,000 crore by 2028,” Patil stated.
