Karnataka Soaps and Detergents Limited (KSDL) appointed actress Tamannaah as its brand ambassador.
This choice sparked criticism from pro-Kannada groups and activists who feel a non Kannada actress should not represent such a culturally important brand.
Commerce Minister MB Patil explained that Tamannaah was selected based on her national fame, strong social media presence, and appeal to young audiences. She signed a two-year deal worth Rs 6.2 crores.
KSDL earned Rs 1,785.99 crore revenue in 2024–25 and plans to expand by adding 435 distributors and growing internationally. The company aims to reach Rs 5,000 crore turnover by 2030. Minister Patil said the decision focused on business strategy, not language or regional identity.
Tamannaah’s wide popularity and favorable contract helped secure her this role. The government assured the appointment is for the brand’s growth, not cultural reasons.
We’re thrilled to welcome the iconic Ms Tamannaah Bhatia (@tamannaahspeaks) as the brand ambassador for Mysore Sandal Soap! A symbol of grace and versatility, Tamannaah perfectly mirrors the legacy, purity, and timeless appeal of our heritage brand
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.#Ksdl #BrandAmbassador pic.twitter.com/TQe2tjeY4O— House Of Mysore Sandal (@MysoreSandalIn) May 22, 2025
