Tamannaah-Bhatia-Chosen-as-Face-of-Mysore-Sandal-Soap-Sparks-Statewide-DebateKSDL Aims for ₹5,000 Cr Revenue by 2028 with Tamannaah as Face of Mysore Sandal Soap

 

The recent decision by the Karnataka Government to appoint Bollywood Actress Tamannaah Bhatia as the face of Mysore Sandal Soap has evoked a strong response all over the state. Known for its century-old tradition and its deep-rooted connection with the identity of Karnataka, the brand now finds itself in the middle of a heated debate on culture, representation, and branding choices.

 

A Bold Deal for National Expansion

 

In this agreement with the actress, the Karnataka Soaps and Detergents Limited (KSDL) prevailed over a price tag of Rs 6.2 crore for two years, and intends to take Mysore Sandal Soap outsidebordersorder of the state. This bold step of marketing has many among the Kannadigas in protest. This criticism has king from pro-Kannada gro, to social media users, to political leaders.

 

Criticism: Lack of Local Representation

 

The question that many are asking is: Why was a non-Kannadiga actress selected for a soap that has become a symbol of Kannada culture since 1916? It was said that Ashika Ranganath or Pranitha Subhash, or any other local icon would have fit much better. They said the appointment of a non-Kannadiga ignores local talent in Karnataka and sends succumbing signals of regional pride.

 

Government Stands By Its Choice and Defends the Decision

 

The state officials, however, have remained firm on their stance in respect of this decision. According to Karnataka Industry Minister M B Patil and KSDL's MD Dr. Prashanth, the decision was taken with the objective of national growth. Hence, being a pan-India personality, strong digital presence, and having a good market appeal, Tamannaah Bhatia was the perfect choice.

 

Ambitious Growth Targets and Justification

 

The goal is to boost KSDL’s revenue from Rs 1,785 crore to Rs 5,000 crore by 2028. Brand recall within Karnataka remains strong, but the next step, they say, is growth outside the state. According to Dr Prashanth, 90% of the workforce is from Karnataka,  Taka, and the profits serve the people of the state.

 

Balancing Cultural Identity and Market Reach

 

While Mysore Sandal Soap is steering itself towards a national presence, at stake is a bigger question: Shall legacy brands embedded in local culture go for homegrown faces? The argument is far from over.