After former Indian cricket team captain MS Dhoni, Karnataka Soaps and Detergents Limited (KSDL), which manufactures the iconic Mysore Sandal soap, is likely to sign Bollywood actor Tamannaah Bhatia as its brand ambassador, sources told Moneycontrol.
The Karnataka government-owned KSDL, known for its soap made from pure sandalwood oil, produces a variety of products, including the iconic Mysore Sandal soap. The company also manufactures detergents, cosmetics and incense sticks and has decided to adopt aggressive marketing strategies to increase its revenue.
“We are now looking to bring Tamannaah on board as our ambassador to enhance our reach and visibility, especially among younger consumers. We are also planning a rebranding, without changing the colour or contrast of the brand, which will be unveiled during the Invest Karnataka Global Investors Meet next month,” a KSDL official told Moneycontrol.
“Our plan is to expand our market share in North India, where we currently hold about 6 percent. We are more dominant in the southern states, where we command an 81 percent share,” the person added.
In 2006,Dhoni became the first brand ambassador for Mysore Sandal Soap. However, KSDL in December 2007 terminated the contract citing the cricketer's inability to give the agreed-to time to promote the brand, and sought damages. However, Dhoni ended winning the case, in 2012.
Karnataka Minister for Commerce and Industry MB Patil told Moneycontrol: “Mysore Sandal soap is the pride of Karnataka. We plan to expand this brand globally. While we already have a presence in several countries, we want to introduce this product in every country,” he said.
KSDL’s products are now available in 23 countries, and the company plans to expand to 80 countries by March 2026. Mysore Sandal soap, known for its oval shape, is made with pure sandalwood oil. First launched in 1918, it marked its centennial in 2016. Its ‘Millennium’ soap (150-gram bar), one of the costliest soap brands sold in India, is priced at Rs 810.
Recently, celebrity chef Vikas Khanna gifted Hollywood star Anne Hathaway Mysore Sandalwood soap at his New York restaurant, Bungalow. “During my recent visit to the US, Khanna also explained to me how it differs from other brands and the need to expand its global footprint. I was very impressed,” said Patil.
KSDL banks on e-commerce
KSDL Managing Director Prashanth PKM told Moneycontrol that the company now offers 48 products, including soaps, detergents, cosmetics and incense sticks. "In 2023-24, our sales turnover was Rs 1,570 crore, with a profit of Rs 362 crore. We plan to increase these figures further," he said.
KSDL officials said that their products are available on all major e-commerce platforms. “We are looking to boost our profits through e-commerce and quick commerce sites, as well as popular supermarkets and shopping malls,” Prashanth said.
“We are targeting a revenue of Rs 100 crore from e-commerce alone this financial year, as more consumers are shopping on these platforms. This also allows us to verify the authenticity of the products,” he said.
The company is also planning to set up new manufacturing plants in Vijayapura and Dabaspet near Tumakuru. "With a new plant in Vijayapura, we could reduce transportation costs by Rs 7-9 crore per year, especially for shipments to Telangana and Andhra Pradesh," he said.
Officials said that many companies in the market manufacture sandal soaps using synthetic sandalwood oils. KSDL plans to include QR codes on each product to combat counterfeiting.
“People will be able to scan the QR code through their mobile phones to check whether it is a genuine product,” said Prashanth.
Last year, the company busted a fake Mysore Sandal soap unit and seized goods worth Rs 2 crore. “In fact, that fake unit had a turnover of around Rs 500 crore since it began,” said Prashanth.
Also read: Cash-for-contract scandal hit KSDL embroiled in another scam of Rs 20 crore, reveals govt document
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