State-owned Karnataka Soaps and Detergents Limited (KSDL) on Monday unveiled a refreshed avatar of its iconic Mysuru Sandal Soap, marking the beginning of actor Tamannaah Bhatia’s tenure as the brand’s new ambassador.
The relaunch is part of KSDL’s larger strategy to expand beyond South India and strengthen its national footprint, Karnataka’s Minister for Large and Medium Industries M B Patil said.
Targeting ₹5,000 crore turnover by 2030
Patil said KSDL has set an ambitious goal of scaling its annual turnover to ₹5,000 crore by 2030. The plan includes aggressive marketing, refreshed branding, and a sharper focus on younger consumers across India.
“KSDL is repositioning itself as a modern heritage brand with national appeal, while retaining the authenticity that Mysuru Sandal Soap stands for,” he said.
Brand ambassador choice sparked language debate
The appointment of Tamannaah Bhatia had earlier triggered protests from pro-Kannada groups, who objected to a non-Kannadiga representing a legacy state brand. Demonstrations were held outside the KSDL factory in Yeshwanthpur, framing the issue around language and regional identity.
Defending the decision, Patil said the move was driven by business considerations. He noted that a committee had evaluated several well-known actors, including Rashmika Mandanna, Pooja Hegde and Deepika Padukone, but availability and brand conflicts ruled them out.
“Tamannaah has strong pan-India appeal and a massive digital following. Her association will help KSDL gain visibility, especially in North India,” he said.
Expansion plans and growing product demand
KSDL said Tamannaah will feature in advertisements and promotional campaigns for two years and will not endorse similar products during this period.
The company currently manufactures 57 products and is seeing rising demand for shower gels, talcum powder, hand wash and agarbathis. New manufacturing units are planned at Vijayapura and Dabaspete, while exports—currently ₹25–30 crore—are expected to double, with Europe and West Asia in focus.