'Mysore Sandal Soap Opera': Iconic Brand Goes Global With Tamannaah Bhatia Amid Political Tug-Of-War

Last Updated:February 10, 2026, 22:16 IST

The BJP has accused Karnataka's Congress government of overlooking homegrown talent in favour of a non-Kannadiga face like Tamannaah

The historic Mysore Sandal Soap, a century-old symbol of Karnataka’s rich cultural heritage, has officially entered a transformative era with the appointment of actress Tamannaah Bhatia as its global brand ambassador. Marking a significant pivot for the state-owned Karnataka Soaps and Detergents Limited (KSDL), the two-year partnership aims to modernise the brand’s image and capture a younger, pan-India audience.

At a high-profile unveiling on Tuesday, the legendary soap was showcased with a refreshed, contemporary aesthetic designed to propel the “Pride of Karnataka" into competitive northern markets and international territories.

The strategic move has not been without its share of regional friction, sparking a heated debate over representation and local identity. BJP MP Dr Sudhakar took to social media to voice sharp criticism, accusing the government of overlooking homegrown talent in favour of a non-Kannadiga face. In a strongly worded statement, Dr Sudhakar questioned if the “anti-Kannada" Congress government was blind to the success of local stars like Ramya, Rashmika Mandanna, and Rukmini Vasant, who have brought international acclaim to the state. He characterised the decision to pay crores to an actress from another industry as a “grave insult" to the identity of Mysore Sandal and the talent within Karnataka.

Responding to the political backlash, Industries Minister MB Patil defended the selection as a calculated business decision made by a specialised committee. He clarified that while local actresses were considered, several top Kannada stars were ineligible due to existing contracts with rival brands like Lux or Cinthol. Minister Patil emphasised that with a following of nearly 30 million, Tamannaah brings the merit and reach necessary for KSDL to achieve its ambitious goal of a Rs 5,000 crore turnover by 2030. Addressing the opposition directly, the minister noted that the company has reached new heights under the current administration, expanding from 36 to 57 products and securing a staggering profit of Rs 450 crore, a stark contrast to the previous management, which he claimed had “destroyed" the institution.

For Tamannaah Bhatia, the association is more than just a business endorsement; it is a connection to a deep-rooted Indian legacy. Expressing her gratitude, the actress remarked that it is a matter of huge pride and honour to be part of the KSDL family and that she felt lucky to receive such a warm welcome. She described her new responsibility as the face of the brand as “nostalgia and emotion", noting that the authenticity of Mysore Sandal is something that cannot be beaten by any other brand. As the campaign rolls out, the Karnataka government remains firm that this celebrity-led strategy is the key to ensuring the survival and relevance of its industrial crown jewel on the global stage.

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