Karnataka Industries Minister MB Patil has defended the appointment of Bollywood actress Tamannaah Bhatia as the brand ambassador for Mysore Sandal Soap, stating that the state-owned Karnataka Soaps and Detergents Ltd (KSDL) may even consider a Hollywood actress in the future to expand its global footprint.
Minister Patil’s Justification for Tamannaah’s Appointment
Patil emphasized that the decision was based on market expert recommendations, aiming to boost KSDL’s turnover to ₹5,000 crore over the next three years. He revealed that prior to Tamannaah’s appointment, KSDL officials approached Deepika Padukone, Rashmika Mandanna, Sreeleela, Pooja Hegde, and Kiara Advani, but they were either unavailable or had existing endorsements with competing brands.
“Without any capital investment, KSDL has achieved 15% growth in the FMCG sector, surpassing Godrej (11%), ITC (8%), and Wipro (7%). Over the next three years, we may have to appoint a Hollywood actress to endorse our products… and I sincerely wish we reach that position,” Patil stated.
Backlash from Pro-Kannada Activists
Despite the government’s rationale, pro-Kannada groups have staged protests, arguing that Mysore Sandal Soap should be represented by a Kannada actress. Activists claim that the brand has thrived for over a century without celebrity endorsements, questioning the necessity of hiring a Bollywood actress.
KSDL’s Expansion Strategy
Patil reiterated that the government respects Kannada culture, but business decisions must align with market realities. He revealed that KSDL is also entering the fragrance sector, with officials visiting Kannauj to study best practices.
