Karnataka Soaps and Detergents Ltd Forges Strategic Partnership with Tamannaah Bhatia
In a significant move to revitalize its brand image and expand its market footprint, Karnataka Soaps and Detergents Ltd (KSDL), a state-owned enterprise, has announced a two-year brand ambassador partnership with acclaimed multi-lingual actress Tamannaah Bhatia. The collaboration, set to commence on Tuesday, marks a pivotal step in KSDL's ambitious strategy to strengthen its presence across India and beyond.
Relaunch of Iconic Mysuru Sandal Soap with Contemporary Packaging
As part of this comprehensive initiative, KSDL will relaunch its flagship product, the iconic Mysuru Sandal Soap, featuring refreshed and contemporary packaging designed to appeal to modern consumers. This rebranding effort aims to preserve the soap's traditional heritage while making it more attractive to younger demographics, aligning with the company's broader promotional campaigns.
Focus on North Indian Market and Growth Targets
Karnataka Industries Minister MB Patil emphasized that this partnership is expected to help KSDL create a strong market for its products in North India, a region where the brand seeks to deepen its penetration. Patil also clarified that as part of the exclusive deal, Tamannaah Bhatia will not endorse similar products from private companies, ensuring a focused and impactful association.
KSDL currently manufactures a diverse portfolio of 57 products, including packaged drinking water, showcasing its expansion beyond traditional soap offerings. The company has set an ambitious target to increase its annual turnover to Rs 5,000 crore by 2030, with current projections indicating it will reach Rs 2,000 crore in the 2025-26 fiscal year.
Export Expansion and Global Outreach
CS Appaji Nadagouda, Chairman of KSDL, revealed plans to double the company's export turnover, which currently stands at Rs 25-30 crore. Markets in Europe and West Asia are being actively explored, with specific efforts to reach non-resident Kannadigas, leveraging the brand's cultural roots to foster international growth.
This strategic partnership with Tamannaah Bhatia, combined with product innovations and targeted marketing, positions KSDL for a transformative phase aimed at achieving substantial financial milestones and enhancing its global competitiveness.
