Over a century after its creation in 1916, Mysore Sandal Soap has become the center of a cultural and political controversy in Karnataka.
The uproar follows the Karnataka government's decision to appoint Bollywood actress Tamannaah Bhatia — born in Mumbai — as the brand ambassador for Karnataka Soaps and Detergents Limited (KSDL), the state-run company that manufactures the iconic soap.
The Congress-led government signed a two-year contract with Bhatia reportedly worth â¹6.2 crore, prompting backlash from pro-Kannada groups, local activists, and opposition leaders, including the BJP.
Critics argue that a Kannada actress should have been chosen to represent a brand so deeply tied to Karnataka’s cultural heritage.
Narayana Gowda, president of the Karnataka Defence Forum, called the decision “unethical and irresponsible,” saying it disrespects the sentiments of Kannadigas.
He emphasized that the soap, originally introduced by the Maharaja of Mysore, Krishnaraja Wodeyar, holds historical significance and should be endorsed by someone with local roots.
He further argued that the endorsement funds could have been better used for public welfare.
“There are many talented Kannada actresses who would have resonated better with the local public,” Gowda said. “Choosing a Bollywood celebrity over homegrown talent undermines regional identity.”
In response, Karnataka’s Minister for Large and Medium Industries, M. B. Patil, defended the decision, stating it was based on marketing consultations. The goal, he said, was to elevate Mysore Sandal Soap to national and international prominence.
“We considered several celebrities including Deepika Padukone, Rashmika Mandanna, Pooja Hegde, and Kiara Advani,” Patil explained. “Tamannaah was chosen for her pan-India appeal, affordability, and massive digital reach — she has over 28 million followers.”
While Mysore Sandal enjoys strong brand loyalty within Karnataka, the government aims to expand KSDL’s market presence, targeting â¹5,000 crore in revenue by 2028.