Karnataka Soaps and Detergents Limited (KSDL), the state-owned manufacturer of the iconic Mysore Sandal Soap, has signed Bollywood actor Tamannaah Bhatia as its brand ambassador.
The agreement, valued at Rs 6.2 crore, is for a period of two years and two days.
Moneycontrol had first reported on January 28, 2025, in an article titled "After Dhoni, Tamannaah Bhatia likely to be the face of iconic Mysore Sandal Soap", that the actor was being considered for the role.
Also, read: After Dhoni, Tamannaah Bhatia likely to be the face of iconic Mysore Sandal soap
In a May 21 notification, the state finance department exempted the Commerce and Industries Department from the Transparency Act under section 4(g) of the Karnataka Transparency in Public Procurement Act, 1999 to appoint Tamannaah Bhatia as KSDL’s brand ambassador for two years and two days at a cost of Rs 6.2 crore.
The decision to rope in a Bollywood actor over a Kannada celebrity sparked criticism from some quarters. Responding to this, a senior KSDL official told Moneycontrol: "We currently hold about 6% of the national market and dominate in southern states, where we have an 81% share. We are already a market leader here, especially in Karnataka, so there's no need for brand reinforcement locally. Tamannaah Bhatia has a huge pan-India following, which aligns with our focus on northern markets."
KSDL, renowned for its use of pure sandalwood oil in its products, manufactures a wide range of personal care items including soaps, detergents, cosmetics, and incense sticks. The company is now adopting aggressive marketing strategies to boost revenue.
MS Dhoni was the brand’s first ambassador in 2006. However, KSDL terminated his contract in December 2007, citing his inability to devote the agreed promotional time. The company also sought damages, but Dhoni ultimately won the legal battle in 2012.
KSDL currently exports its products to 23 countries and aims to expand its presence to 80 countries by March 2026. Mysore Sandal Soap, known for its distinct oval shape and fragrance, was launched in 1918 and celebrated its centennial in 2016. Its premium ‘Millennium’ soap (150g) is one of the costliest in the country, retailing at Rs 810.
Recently, celebrity chef Vikas Khanna gifted Mysore Sandalwood soap to Hollywood star Anne Hathaway at his New York restaurant, Bungalow, giving the heritage brand a moment in the global spotlight.
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