Mysore Sandal Soap gets a makeover; Tamannaah Bhatia begins two-year stint as KSDL brand ambassador

State-owned Karnataka Soaps and Detergents Limited (KSDL) on February 10 unveiled a refreshed and contemporary look for its iconic heritage product Mysuru Sandal Soap, as film actress Tamannaah Bhatia begins her two-year tenure as the company’s brand ambassador.

The move is part of KSDL’s broader strategy to strengthen its market presence and expand its footprint beyond South India, said Karnataka Minister for Large and Medium Industries MB Patil.

Also, read: Tamannaah Bhatia becomes brand ambassador of iconic Mysore Sandal Soap, signs Rs 6.2 crore deal

Patil said KSDL has set an ambitious target of scaling up its annual turnover to Rs 5,000 crore by 2030. To support this goal, the company has drawn up an aggressive promotional strategy aimed at younger consumers.

“Tamannaah enjoys strong pan-India appeal and has over three million followers on social media. Engaging her as brand ambassador is expected to significantly boost brand visibility and help create a strong market for KSDL products, including Mysore Sandal Soap, particularly in North India,” the minister said.

Also, read: After Dhoni, Tamannaah Bhatia likely to be the face of iconic Mysore Sandal soap

The company, Patil said, is now recording healthy turnover and profits and achieved all-time high production last month across its soaps, detergents and cosmetics divisions.

At present, KSDL manufactures 57 premium products, ranging from Mysore Sandal Soap to packaged drinking water.

“As brand ambassador, Tamannaah will feature in advertisements, promotional campaigns and related programmes. During her tenure beginning February 10, 2026, she will not endorse similar products of other private companies”, Patil added.

The minister said there is strong demand for products such as shower gels, talcum powder, hand wash, agarbathis, sambrani, dhoop, Millennium Soap and other bathing soaps. Promotional videos and campaign material will be released alongside the brand relaunch.

KSDL is also expanding its manufacturing footprint, with new production units proposed at Vijayapura and Dabaspete industrial areas. The necessary procedural work is underway. The company is also aiming to double its export turnover, which currently stands at around Rs 25-30 crore.

KSDL chairman CS Appaji Nadagouda said the company has boosted output by optimising existing machinery, without investing in new equipment, through the introduction of a strict three-shift work system. He added that markets in Europe and West Asia are being explored, with a focus on reaching non-resident Kannadigas.

KSDL Managing Director Prashanth said the issue of counterfeit Mysuru Sandal Soap has been effectively curbed. While the company’s products are currently more popular in South India, increased focus is now being placed on market expansion in Delhi and Central India. KSDL’s turnover is expected to touch Rs 2,000 crore in 2025–26, he said.

Also, read: Mysore Sandal Soap maker KSDL clocks all-time production record of 4,895 tonnes in January