The Karnataka government has appointed Bollywood and South Indian film actress Tamannaah Bhatia as the brand ambassador for the iconic Mysore Sandal Soap, sparking an online debate over regional representation. The deal, worth ₹6.2 crore for a two-year period, was confirmed through an official government notification and has since gone viral on social media.
Mysore Sandal Soap, manufactured by Karnataka Soaps and Detergents Limited (KSDL), holds historical and cultural significance in the state. It has been produced since 1916, originally established under the rule of King Krishna Raja Wadiyar IV. The decision to select Bhatia over a Kannada film industry representative has triggered criticism from netizens questioning the choice of a non-Kannada actress for a homegrown brand.
Many social media users took to X (formerly Twitter) to voice their concerns. Some suggested popular Kannada actresses like Rukmini Vasanth, Pranita Subhash, Rashmika Mandanna, and Srinidhi Shetty as more appropriate choices, given their local roots and popularity.
In response, MB Patil, Karnataka’s Minister for Commerce & Industries and Infrastructure, addressed the controversy. He reaffirmed the government’s respect for the Kannada film industry, acknowledging its growing influence and national reach. However, he emphasized the state’s broader vision for the brand.
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“KSDL has deepest respects and regards for Kannada Film Industry. Mysore Sandal has very good brand recall within Karnataka, which shall be strengthened,” he stated. “However, the intent of Mysore Sandal is to also penetrate markets beyond Karnataka aggressively. The pride of Karnataka is also a Jewel of the Nation.”
Patil clarified that the selection was a strategic decision made by the PSU board after consulting with marketing experts. He outlined the criteria considered when selecting a brand ambassador: availability, absence of non-compete agreements, social media reach, compatibility with the brand and target audience, and overall marketing fit.
Our vision is for KSDL to touch ₹5000 crore in annual revenue by 2028,” Patil said, underlining the government’s ambition to elevate the brand to a national and global level.
Despite the criticism, the government appears firm on its decision, highlighting the importance of broadening Mysore Sandal Soap’s appeal beyond Karnataka while preserving its heritage.
