The Karnataka government has announced the appointment of Bollywood actress Tamannaah Bhatia as the new brand ambassador for Karnataka Soaps and Detergents Limited (KSDL), the state-run enterprise behind the iconic Mysore Sandal Soap. As per an official notification issued on Wednesday, Bhatia will represent the brand for a term of two years and two days, with an endorsement contract reportedly worth Rs 6.2 crore.

While the move is aimed at boosting the brand’s visibility nationwide, it has stirred controversy among pro-Kannada groups and cultural advocates. Detractors argue that a local actress would have been more fitting for the role, given the deep cultural roots and legacy of the brand in Karnataka, as reported by NDTV. Critics have pointed to previous ambassadors like legendary actors Dr Rajkumar and Puneeth Rajkumar, who they say embodied the cultural ethos of the state.

In response to the backlash, Karnataka’s Minister for Commerce and Industries, MB Patil, defended the government’s choice, reported Business Today. He stated that the intention behind roping in Tamannaah Bhatia was to expand the brand’s appeal across India, leveraging her wide social media presence and pan-Indian recognition. He reassured critics that Mysore Sandal Soap already enjoys strong loyalty in Karnataka, and the new strategy is about scaling its reach beyond state borders.

A Glimpse Into Mysore Sandal Soap’s Legacy

Mysore Sandal Soap is a heritage brand that dates back to 1916. Renowned for its signature sandalwood fragrance, it has earned a place in Indian households for generations. The soap was originally introduced under the patronage of Maharaja Nalwadi Krishnaraja Wodeyar IV of the Mysore kingdom with visionary engineer and Diwan of Mysore, Sir M Visvesvaraya, playing a key role in its creation.

Initially produced at the Government Soap Factory in Bangalore, the brand’s manufacturing is now overseen by KSDL, a state-owned enterprise. Over the decades, the Mysore Sandal label has come to symbolise tradition, purity, and quality.

In recent times, KSDL has diversified its offerings under the same banner, introducing products such as talcum powder, incense sticks, and cosmetics.