Tamannaah takes charge as KSDL ambassador amid ‘Non-Kannadiga’ row

Actress Tamannaah Bhatia formally assumed charge as the brand ambassador of Karnataka Soaps and Detergents Limited (KSDL) on Tuesday, even as some BJP leaders and Kannada groups renewed objections to the appointment, questioning the choice of a “non-Kannadiga” to represent the iconic Mysore Sandal Soap .

The Karnataka government defended the decision, asserting that the selection was based on merit and commercial considerations aimed at expanding the brand’s footprint beyond the state.

As part of efforts to strengthen the market presence of products manufactured by the state-owned KSDL an organisation with a legacy of over a century Bhatia’s two-year tenure commenced with the unveiling of 57 products , including Mysore Sandal Soap in refreshed and contemporary packaging.

The revamped portfolio includes sandalwood oil, jasmine-scented soaps, perfumes, toothpaste, coconut oil, petroleum jelly and organic products, taking the total product range to nearly 60 offerings . Several advertisements featuring Bhatia were also released on the occasion. Two coffee table books chronicling the organisation’s legacy Sugandha Siri and Aromatic Journeys were unveiled at the event.

Speaking on the occasion, Bhatia described Mysore Sandal Soap as “deeply associated with emotions, childhood memories and nostalgia” and said she considered it a privilege to be associated with the historic institution as its brand ambassador.

The appointment has drawn criticism from sections of BJP leaders and Kannada organisations, who argue that Mysore Sandal Soap is closely linked to Karnataka’s cultural identity and should be represented by a Kannada-speaking actor.

BJP MP from Chikkaballapura and former state minister K Sudhakar questioned the rationale behind selecting an actress from another state, alleging that several prominent Kannada actors with national visibility could have been considered. He termed the move an insult to local talent and the brand’s identity, and claimed it reflected an “anti-Kannada” mindset. Sudhakar cited actors such as Ramya, Rashmika Mandanna, Srinidhi Shetty, Pooja Hegde and Rukmini Vasanth as examples of Kannada artistes who have achieved national and international recognition.

Several social media users echoed similar concerns, framing the issue as one of regional pride and representation . However, some others supported the decision, pointing out that Mysore Sandal Soap enjoys significant sales outside Karnataka and requires broader appeal.

State Industries Minister M B Patil rejected the criticism, stating that the appointment was made after due consideration by a committee. He said the panel had examined five to six names, including two to three from Karnataka, but some of the Kannada actors considered had already endorsed other products, making them ineligible due to brand conflict issues .

“If you endorse some other product, you cannot be brand ambassador for this product. So they were not considered,” Patil told reporters, emphasising that the decision was taken purely on merit.

The minister underlined that Mysore Sandal sales are not confined to Karnataka. According to him, only about 8–12 per cent of total sales come from within the state, while around 18 per cent are from Telangana and other states, about 8 per cent from north India, and roughly 1 per cent from international markets.

“It is purely a business decision taken by KSDL’s committee,” he said, adding that politicising the issue would not help.

Patil said KSDL is no longer confined to sandal soap alone and has diversified into premium and luxury segments, including jasmine-scented soaps and other personal care products. He also noted that only about one per cent of the company’s products are currently exported and that a detailed roadmap has been prepared to substantially increase exports.

KSDL Chairman C S Appaji Nadagouda said the organisation’s turnover is expected to touch Rs 2,000 crore this year, with profits likely to cross Rs 500 crore .

The decision to appoint Bhatia in May last year for a two-year term at a reported fee of Rs 6.20 crore had drawn similar criticism at the time from certain Kannada organisations and BJP leaders for preferring a multilingual actor over Kannada film stars.