Bengaluru (Karnataka) [India], May 23: Karnataka’s Large and Medium Industries Minister MB Patil on Friday addressed growing criticism over the appointment of actress Tamannaah Bhatia as the brand ambassador for Karnataka Soaps and Detergents Limited (KSDL), the maker of the iconic Mysore Sandal Soap.
Responding to public outcry—especially from Kannada-language purists and regional advocates—Patil clarified that the decision was not about language, but about strategic marketing and global outreach.
“This is trade, business… and should be promoted to the world and across India,” Patil said during a press conference, while affirming his respect for Kannada identity.
Key Points from the Minister’s Clarification:
- Tamannaah Bhatia, who has over 28 million followers on social media, was selected for her pan-India appeal and digital influence, both considered crucial for expanding the brand’s market.
- Several other stars were considered:
- Rashmika Mandanna was unavailable due to prior brand commitments.
- Pooja Hegde and Kiara Advani were deemed not feasible.
- Deepika Padukone was beyond the KSDL budget.
- Patil emphasized that this was not a government tender but a decision based on marketing recommendations aimed at achieving Rs 5,000 crore in sales by 2030.
“Our target is to reach Rs 5,000 crore in sales by 2030. In this context, a strong marketing strategy becomes vital,” he noted.
Despite the rationale, the appointment has stirred controversy, with critics questioning why a local Kannada actor wasn’t chosen to represent the iconic state-run brand.
About KSDL:
Karnataka Soaps and Detergents Limited, known for its Mysore Sandal Soap, is one of the oldest and most respected brands in India, associated with cultural pride and Karnataka’s sandalwood heritage.
Tamannaah’s Upcoming Film:
Meanwhile, Tamannaah is set to star opposite Sidharth Malhotra in the upcoming folk thriller ‘VVAN’, slated for release on May 15, 2026. The film is described as an adventurous tale set in the deep forests of Central India, combining ancient legends, hidden temples, and folklore.