Chennai, 11 February (H.S.) : The Karnataka government’s decision to appoint actress Tamannaah Bhatia as the brand ambassador for Karnataka Soaps and Detergents Limited (KSDL), the manufacturer of the iconic Mysore Sandal Soap, has ignited a fresh wave of controversy across the state.
The dispute resurfaced after the Mumbai based actor, who has Sindhi-Punjabi roots and works extensively in South Indian and Hindi cinema, formally began her endorsement following a reported Rs 6.2 crore contract. Pro Kannada groups and opposition leaders from the BJP have criticized the move, arguing that a local Kannada film personality should have been chosen to represent a brand so deeply rooted in Karnataka's regional identity.
BJP MP K Sudhakar labeled the decision as an affront to local talent, accusing the state government of possessing an anti Kannada mindset. However, State Large and Medium Industries Minister MB Patil defended the appointment, emphasizing that the selection was a strategic business decision aimed at expanding the brand’s national and international footprint.
According to the Minister, a committee evaluated several names, but many local stars were already endorsing competing products. He noted that while local actors like Rashmika Mandanna and Sreeleela were considered, they were unavailable due to existing commitments, and Deepika Padukone was beyond the allocated budget.
The Minister further explained that Karnataka accounts for only about 12 percent of the soap's total sales, while markets like Telangana and North India show significant growth potential. With Tamannaah Bhatia’s massive social media following of 2.8 crore and her pan India appeal, KSDL aims to achieve an annual turnover of Rs 5,000 crore by 2030.
Despite the political backlash, the government maintains that the two year agreement with the actress is necessary for KSDL's aggressive digital marketing and export growth strategy.
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Hindusthan Samachar / Dr. R. B. Chaudhary
