The 'Mysore Sandal Soap Opera': Iconic Brand Goes Global With Tamannaah Bhatia Amid Political Tug-Of-War
The 108-year-old Mysore Sandal Soap, a cultural symbol of Karnataka, is embarking on a new chapter, aiming for global recognition with Bollywood actress Tamannaah Bhatia as its brand ambassador. However, this decision by the Karnataka government has ignited a political and cultural firestorm, highlighting the tensions between commercial ambition and regional pride.
Karnataka Soaps and Detergents Limited (KSDL), the state-owned company behind the iconic soap, has signed a two-year, ₹6.2 crore contract with Bhatia. The goal is to elevate KSDL's brand, particularly in North India and international markets, targeting a turnover of ₹5,000 crore by 2030. Minister for Large and Medium Industries, M.B. Patil, has emphasized that this move is part of a comprehensive promotional campaign to reach a younger audience, leveraging Bhatia's pan-India appeal and extensive digital reach, which includes over 3 million social media followers. He stated that marketing experts were consulted and several prominent celebrities were considered, including Deepika Padukone, Rashmika Mandanna, Pooja Hegde, and Kiara Advani. Bhatia was ultimately chosen for her nationwide recognition, cost-effectiveness, and strong digital presence.
The appointment, first announced in May 2025, immediately drew sharp criticism from pro-Kannada groups, opposition leaders, and social media users. Critics argue that a Kannada actress should represent a brand so deeply rooted in Karnataka's cultural legacy. They view the selection of a non-Kannadiga celebrity as "unethical, irresponsible, and disconnected from the sentiments of Kannadigas". Some have suggested that the allocated funds could have been better spent on public welfare initiatives. Dr. Sudhakar K, a political figure, criticized the Congress-led state government, calling the decision an affront to Kannada talent and an insult to the identity of Mysore Sandal Soap.
This is not the first time Mysore Sandal Soap has been endorsed by a non-Kannadiga personality. In 2006, cricketer MS Dhoni was signed as a brand ambassador, though that partnership ended prematurely and acrimoniously. However, the current socio-political climate, where language and identity politics are sensitive issues, has amplified the backlash against Bhatia's appointment.
Despite the controversy, KSDL is moving forward with its plans. On February 10, 2026, Bhatia officially began her two-year tenure as brand ambassador, coinciding with the relaunch of Mysore Sandal Soap in refreshed packaging. The company has launched its first print advertisement featuring Bhatia, expressing gratitude for her association with the brand as it "enters its next glorious chapter". The advertisement emphasizes the soap's heritage and the goodness of natural sandalwood oil.
M.B. Patil has defended the decision, asserting that KSDL's aim is to promote Karnataka's heritage while embracing modern marketing strategies to compete globally. He emphasized that the decision was strategic and based on extensive consultations with marketing experts. The company aims to expand its market reach, particularly in Western and Gulf countries, through new packaging and a global marketing campaign.
The controversy has sparked a wider debate about regional identity and representation. While some support Bhatia's selection for her nationwide recognition, others see it as a deliberate sidelining of Kannada talent. The situation reflects the ongoing tension between preserving local culture and embracing global marketing strategies. There have also been allegations of "fake" Mysore Sandal Soap being manufactured, with some politicians claiming the involvement of opposition party members. This adds another layer of complexity to the story of this iconic brand as it attempts to modernize and expand its reach.