The appointment of actress Tamannaah Bhatia as the brand ambassador for Karnataka Soaps and Detergents Limited (KSDL), the state-owned company that manufactures the iconic Mysore Sandal Soap, has ignited a political controversy in Karnataka, with the Bharatiya Janata Party (BJP) criticizing the Congress-led state government for what they perceive as an "anti-Kannada mindset". The century-old brand, deeply embedded in the state's cultural heritage, has become a battleground for regional pride and linguistic identity.
The controversy began in May 2025 when KSDL announced Bhatia, a Mumbai-born actress known for her work in Telugu, Tamil, and Hindi films, as the face of Mysore Sandal Soap. The decision was met with immediate backlash from pro-Kannada groups and opposition leaders, who argued that a non-Kannadiga celebrity should not represent a product so closely associated with Karnataka's heritage. They questioned why local stars were not considered for the role.
The BJP has seized upon the issue, accusing the Congress government of neglecting Kannada sentiments. BJP leaders have stressed that Mysore Sandal Soap should celebrate Karnataka's pride and heritage by showcasing local talent rather than "outsourcing" the brand's face to a non-Kannadiga celebrity. They argue that the decision is insensitive to the cultural significance of the brand and undermines the state's identity.
Defending the decision, Karnataka's Industries Minister M.B. Patil stated that Bhatia was chosen to expand the brand's reach beyond Karnataka, particularly in North India, Europe, and West Asia. He noted that a committee of experts considered several actresses, including Rashmika Mandanna, Pooja Hegde, and Deepika Padukone, but they were either unavailable or associated with competing brands. Patil emphasized that the selection was a business decision aimed at increasing KSDL's annual turnover to Rs 5,000 crore by 2030. The government has signed a two-year contract with Bhatia for a reported sum of Rs 6.2 crore.
The controversy highlights the tension between local cultural pride and the commercial realities of branding and marketing. Supporters of Bhatia's appointment argue that her pan-Indian popularity could help Mysore Sandal Soap reach a wider market, ultimately benefiting the brand and the sandalwood industry. KSDL has been stepping up measures to strengthen branding in North India and overseas, seeking to widen its footprint beyond its traditional strongholds.
Despite the ongoing debate, KSDL has moved forward with its plans. On February 10, 2026, Tamannaah Bhatia officially began her two-year tenure as brand ambassador, coinciding with the relaunch of Mysore Sandal Soap with a refreshed, contemporary look. The brand launched its first print advertisement featuring Bhatia, thanking her for her association with the 108-year-old brand. The advertisement signals KSDL's commitment to its expansion strategy, despite the criticism and controversy.