Actress Tamannaah Bhatia has been named a brand ambassador for Karnataka Soaps and Detergents Limited (KSDL), a company best known for its main product, Mysore Sandal Soap. Opposition leaders, local activists, and pro-Kannada organisations have criticised the action. According to MB Patil, Minister for Commerce & Industries, Infrastructure GoK, this choice was made after taking into account a number of factors, such as the young group’s following, social media appeal, and pan-Indian fame. Tamannaah has a two-year deal at Rs 6.2 crores.
Notably, KSDL’s 2024–2025 revenue was Rs 1,785.99 crore. The company plans to add 435 new distributors and expand internationally, with a target of Rs 5,000 crore by 2030. The Minister, MB Patil, took to his X handle and wrote, “KSDL’s goal is to increase its turnover to Rs. 5,000 crore by 2028. In this regard, significant changes are being brought about by following multi-dimensional strategies required for the all-round development of the organisation.”
The Kannada organisation Karnataka, for those who are unaware Rakshana Vedike has protested Tamannaah’s appointment as the brand ambassador, arguing that it is improper to use a non-Kannada speaker as the face of KSDL since it is a part of the Kannada people’s illustrious past. In a letter to the Chief Minister, social activist Marilingegowda Patil expressed her disapproval of the selection of a non-Kannada actress. The administration made it clear that corporate strategy, not regional identity, is the basis for the decision.
According to the minister, Tamannaah was selected because of her digital reach, pan-India appeal, and reasonable conditions, even though other celebrities like Deepika Padukone, Rashmika Mandanna, and Kiara Advani were taken into consideration. Talking about the work front, Tamannaah was last seen in the crime thriller ‘Odela 2’ alongside Hebah Patel and Vasishta N Simha in the lead roles. She will be next seen in the folk thriller ‘Vvan – Force of the Forest,’ co-starring Sidharth Malhotra in pivotal roles.
