Tamannaah Bhatia Appointed as Mysore Sandal Brand Ambassador in Major Karnataka Launch
In a significant move for the state-run enterprise, Karnataka Soaps and Detergents Limited (KSDL) has officially named actor Tamannaah Bhatia as the brand ambassador for its flagship product, Mysore Sandal soap. The announcement was made at a high-profile event in Bengaluru on Monday, February 11, 2026, which also marked the expansion of KSDL's product line with the introduction of 57 new personal and home care items.
Expanding Product Catalogue with 57 New Offerings
The launch event showcased a diverse range of new products, significantly broadening KSDL's market presence. The additions include:
- Three new varieties of Mysore Sandal soap
- Nine fragrances of incense sticks and dhoops
- Eight types each of perfumes, shampoos, and hotel products
- Three kinds of face wash and two hand washes
- Four varieties each of petroleum jelly and virgin coconut oil
- Six home care products
Industries Minister M B Patil, speaking at the event, emphasized that KSDL is evolving beyond its traditional soap offerings. He highlighted the introduction of jasmine-scented luxury soaps, priced at Rs 400 each due to the high cost of jasmine oil. Patil noted that these jasmine-based products are in high demand in the European market, indicating KSDL's ambitions for international growth.
Political Controversy Over Brand Ambassador Selection
The selection of Tamannaah Bhatia, first announced in May 2025, has sparked criticism from the Opposition Bharatiya Janata Party (BJP). Ahead of the launch event, BJP MP K Sudhakar voiced strong objections, accusing the Congress government of an anti-Kannada mindset for not choosing a local actor from Karnataka. In a post on social media platform X, Sudhakar argued that appointing an actress from another state and language, while paying crores of rupees, undermines the state's cultural identity.
Minister Patil Defends the Decision
In response to the BJP's criticism, Industries Minister M B Patil firmly defended the choice of Tamannaah Bhatia. He explained that a committee reviewed five to six potential candidates, including two or three from Karnataka. However, these local actors were ineligible because they had already endorsed other products, and a celebrity cannot promote two competing brands simultaneously. Patil stressed that Bhatia was selected for her pan-India appeal, which aligns with KSDL's nationwide sales strategy. He dismissed the BJP's claims as unfounded, reiterating that the decision was made to enhance the brand's reach across India.
Strategic Implications for KSDL
This appointment and product expansion represent a strategic shift for KSDL, aiming to modernize its image and tap into broader consumer markets. By leveraging Tamannaah Bhatia's widespread popularity, the company seeks to strengthen its brand presence beyond Karnataka. The launch of premium products like jasmine-scented soaps further positions KSDL in the luxury segment, potentially boosting exports and revenue. Despite the political backlash, the move underscores a focus on commercial growth and national visibility for the historic Mysore Sandal brand.
