Karnataka’s Industries Minister MB Patil has defended the appointment of Bollywood actress Tamannaah Bhatia as the brand ambassador for Mysore Sandal Soap, dismissing criticism from pro-Kannada activists. Patil emphasized that the decision was purely strategic, aimed at expanding the brand’s global presence.
Minister Patil’s Justification
Patil clarified that only 18% of Mysore Sandal Soap’s total sales come from Karnataka, while 82% of its market lies in other southern states and international territories. He stressed that the government’s vision is to elevate Karnataka Soaps and Detergents Ltd. (KSDL) to a ₹5,000 crore turnover by 2030, requiring a pan-India and global marketing approach.
“This is trade. This is business. To take this international, we need a face that resonates widely,” Patil stated, highlighting Tamannaah’s strong social media presence and appeal across multiple demographics.
Backlash from Pro-Kannada Groups
Despite the government’s rationale, Kannada activists have staged protests, arguing that a local Kannada actress should have been chosen to represent the heritage brand. Critics pointed out that Mysore Sandal Soap has thrived for over a century without celebrity endorsements, questioning the necessity of hiring a Bollywood actress.
KSDL’s Expansion Strategy
Under Patil’s leadership, KSDL has undergone major reforms, including:
- A 40% increase in production.
- 435 new distributors across India and the Middle East.
- A ₹500 crore investment in modern trade expansion.
Future Outlook
Patil reiterated that the government respects Kannada culture, but business decisions must align with market realities. He urged critics to view the endorsement as a step toward globalizing Karnataka’s iconic brand.
