Mysore Sandal soap-maker KSDL to hit Rs 5,000 crore turnover by 2028, says MB Patil; backs Tamannaah as brand ambassador

Mysore Sandal soap

Karnataka Soaps and Detergents Ltd (KSDL), the maker of the iconic Mysore Sandal soap, is targeting a Rs 5,000 crore turnover by 2028, Karnataka minister for Commerce & Industries and Infrastructure MB Patil has said.

“We’re determined to achieve this ambitious target through a focused, multi-pronged strategy,” Patil said.

He also defended the appointment of Bollywood actor Tamannaah Bhatia as KSDL’s brand ambassador instead of a Kannada actor—a Rs 6.2 crore, two-year deal that drew criticism in Karnataka."

“This well-considered move leverages her nationwide appeal, strong digital presence, and youth connect to boost the global profile of the state-owned enterprise,” the minister said.

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

In FY 2024–25, KSDL recorded a turnover of Rs 1,785.9 crore, with about Rs 1,430 crore—around 80 percent—from Karnataka, Andhra Pradesh, Telangana, Tamil Nadu, Kerala, and Maharashtra. “With a Rs 5,000 crore sales target by 2030, a strong marketing strategy is key. This appointment was based on expert advice,” he said.

“Celebrities like Deepika Padukone, Rashmika Mandanna, Pooja Hegde, and Kiara Advani were considered, but Tamannaah was chosen for her pan-India appeal, digital reach with over 28 million followers, and reasonable terms. Experts felt she resonates with youth and reflects KSDL’s values of quality, heritage, and modern relevance," he said

Patil said that the brand is being repositioned from a state icon to a national and global player. “Mysore Sandal is not just a soap—it’s a symbol of Karnataka’s legacy. We are sowing excellence in products, people, processes, and partnerships,” he said.

He added that the endorsement is part of a broader transformation at KSDL. “Eighty-nine percent of our workforce are Kannadigas. We’re profitable, contribute dividends to the state, and are expanding into the Middle East and Europe,” he said. KSDL is appointing 435 new distributors, targeting Rs 500 crore through modern trade and e-commerce, and aiming for Rs 150 crore in exports to boost global reach.

KSDL has recorded its highest-ever performance in FY 2024–25 with Rs 1,788 crore in sales and a net profit of Rs 416 crore. In the previous year, it sold 37,916 tonnes of products worth Rs 1,570 crore, earning Rs 362 crore in profit and paying a Rs 108 crore dividend to the state government. It also exported products worth Rs 23.3 crore.

The company, which offers 19 products including soaps, handwash, shower gel, and incense sticks, is expanding its footprint through e-commerce and operations across major cities such as Chennai, Hyderabad, Mumbai, and Delhi.

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

As part of its transformation, KSDL will establish a Rs 250 crore production unit in Vijayapura, with 50 acres allotted by KIADB. It is also upgrading facilities, doubling output, introducing ERP systems, and partnering with top marketing agencies. For FY 2025–26, the company targets Rs 1,819 crore in sales.

KSDL’s units produced 36,268 MT of soap, 5,788 MT of detergent, and 1,089 MT of cosmetics last fiscal. Officials attribute the growth to improved transparency, efficiency, and market expansion.

“It’s a matter of pride that KSDL has grown enough to set up a unit in Vijayapura. We’re also enhancing packaging to boost brand value,” the minister said. KSDL chairman Appaji Nadagouda added that Tamannaah’s appointment is a strategic marketing move to expand in North India and global markets, with a focus on taking the 109-year-old enterprise to new heights.

Also, read: Chef Vikas Khanna gifts Mysore Sandal soap to Hollywood star Anne Hathaway at his New York bungalow restaurant