Kamal Ghorui
BENGALURU: Actress Tamannaah Bhatia on Tuesday formally assumed charge as the brand ambassador of Karnataka Soaps and Detergents Limited (KSDL), even as her appointment continued to draw objections from sections of the opposition and social media users over the choice of a non-Kannada-speaking actor to represent the iconic Mysore Sandal Soap.The state government defended the decision, saying Bhatia was selected purely on merit and business considerations aimed at strengthening the market presence of KSDL, a state-owned enterprise with a legacy of over a century. Her two-year tenure as brand ambassador began on Tuesday.The appointment triggered political criticism. BJP MP from Chikkaballapura and former Karnataka minister K Sudhakar questioned the decision, alleging that Kannada film stars were ignored despite their popularity across languages. In a post on X, he accused the Congress government of adopting an “anti-Kannada” stance and said the move was an insult to the identity of Mysore Sandal Soap.Sudhakar named several Kannada actors, including Ramya, Rashmika Mandanna, Srinidhi Shetty, Pooja Hegde and Rukmini Vasanth, arguing that they have taken Kannada cinema to national and international audiences and were eligible for the role.Responding to the criticism, Industries Minister M B Patil said the selection was made by a committee after evaluating five to six names, including actors from Karnataka. He explained that some Kannada actors could not be considered as they were already endorsing other products. “If someone is endorsing another brand, they cannot be appointed as the brand ambassador for Mysore Sandal,” he said.Patil stressed that the decision was driven by business considerations, noting that Mysore Sandal sales are not confined to Karnataka. “Only about 8–12 per cent of sales are within Karnataka, while 18 per cent are in Telangana and other states, 8 per cent in north India, and around 1 per cent internationally,” he said, adding that politicising the issue would not help.KSDL Chairman C S Appaji Nadagouda said the company’s turnover is expected to touch Rs 2,000 crore this year, with profits likely to exceed Rs 500 crore. He added that KSDL has prepared a detailed roadmap to significantly increase exports, which currently account for only about one per cent of total sales.KSDL’s decision last year to appoint Bhatia as brand ambassador for two years at a reported cost of Rs 6.20 crore had also drawn criticism from Kannada organisations, activists and opposition leaders.At an event held in Bengaluru, Bhatia unveiled 57 products of KSDL, including Mysore Sandal Soap in a refreshed and contemporary packaging. The new product range also features sandalwood oil, jasmine-scented soaps, perfumes, toothpaste, coconut oil, petroleum jelly and organic products, taking the company’s total portfolio to nearly 60 offerings. Several advertisements featuring Bhatia were also released on the occasion.Two coffee table books chronicling KSDL’s rich heritage—Sugandha Siri and Aromatic Journeys—were unveiled at the event.Speaking on the occasion, Bhatia said Mysore Sandal Soap was deeply associated with emotions and nostalgia. “It is not just a soap but is linked to childhood memories and trust. It represents purity and authenticity, and I consider it a privilege to be associated with this institution as its brand ambassador,” she said.
