A new controversy has arisen in the state regarding Karnataka’s prestigious and centuries-old brand ‘Mysore Sandal Soap’. State-owned company Karnataka Soaps and Detergents Limited (KSDL) has appointed actress Tamannaah Bhatia as its new brand ambassador. He formally assumed the role on Tuesday, but the Bharatiya Janata Party (BJP) and several local organizations have started protesting against him being ‘non-Kannada’.
Protesters have questioned the choice of a non-Kannada speaking actress to represent the famous soap. The government defended its decision saying that Bhatia was selected on the basis of merit and professional considerations. As part of efforts to strengthen the market presence of products manufactured by state-owned Karnataka Soaps and Detergents Limited (KSDL), Bhatia’s two-year tenure as the company’s brand ambassador began on Tuesday.
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KSDL is an organization with a heritage spanning over a century. Bhatia unveiled 57 products of the organization at an event in Bengaluru, including ‘Mysore Sandal Soap’, which has now been introduced in a new and modern packaging. The products that have been provided with the new packaging include sandalwood oil, jasmine scented soaps, perfumes, toothpaste, coconut oil, petroleum jelly and organic products.
Several advertisements featuring Bhatia were also released on this occasion. Additionally, two ‘Coffee Table Books’ – Sugandha Siri and Aromatic Journeys – describing the rich heritage of the organization were released. Speaking on the occasion, Bhatia said, “Mysore Sandal Soap is not just a soap. It is deeply connected to emotions, childhood and nostalgia. It is a perfect blend of purity and authenticity. This soap holds a special place in people’s hearts and it is a privilege for me to join this organization as its brand ambassador.”
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Meanwhile, many people on social media platform ‘X’ criticized the state government’s decision to choose Bhatia instead of a Kannada actress as the ambassador of the state’s iconic brand. BJP MP from Chikkaballapura and former state minister K. Sudhakar criticized the state government’s decision in a post on This is another proof of the anti-Kannada mentality of the Congress party.
Sudhakar said, “Actresses like Ramya, Rashmika Mandanna, Srinidhi Shetty, Pooja Hegde, Rukmini Vasanth and many others are popular in Kannada films and are in demand in the film industry of other languages too. She has brought glory to the Kannada film industry at the national and international level.” He said that the Congress Party’s attitude of giving priority to actresses from its own state rather than others is not only an insult to the talents of Karnataka but is also a grave insult to the identity of ‘Mysore Sandal Soap’.
He said, “Kannada speaking people will never forgive this anti-Kannada Congress party.” Many other social media users also criticized the government’s move, while some supported it, saying that the selection of Bhatia for the role was appropriate as the soap sells more outside the state than within Karnataka. He argued that it has a huge market in North India.
State Industries Minister MB Patil said that Bhatia has been selected as the brand ambassador on merit and it is purely a business decision as the sale of this soap is not limited to Karnataka only. KSDL Chairman CS Appaji Nadagouda said the organization’s turnover is expected to reach Rs 2,000 crore this year while profits will exceed Rs 500 crore.