Bengaluru: The Karnataka government’s decision to appoint actor Tamannaah Bhatia as the brand ambassador for the iconic Mysore Sandal Soap has stirred controversy across social media, drawing sharp criticism from sections of the public and pro-Kannada groups. The primary objection centres on the selection of a non-Kannadiga despite the presence of several prominent actors from the Kannada film industry.

In response to the backlash, Karnataka's Minister for Commerce, Industries and Infrastructure, M.B. Patil, defended the government’s decision, describing it as a well-considered, strategic move aimed at expanding the product’s reach beyond the state.

The state has entered into a ₹6.2 crore contract with Bhatia for a period of two years. Mysore Sandal Soap, manufactured since 1916, carries significant cultural value in Karnataka, having been established under the patronage of the erstwhile Mysore Maharaja, Krishna Raja Wadiyar IV, who set up the first factory in Bengaluru in the early 20th century. The soap is currently produced by Karnataka Soaps and Detergents Limited (KSDL), a state-run enterprise.

Amid growing criticism, Minister Patil issued a clarification stating, “KSDL holds the Kannada film industry in the highest regard. Some Kannada films are even competing with Bollywood today. While Mysore Sandal Soap enjoys strong brand recall within Karnataka, our intention is to aggressively expand into markets outside the state.”

He emphasised that the decision to appoint Tamannaah was made independently by the PSU board after consultations with marketing experts. “The pride of Karnataka is also a jewel of the nation. We have taken this decision based on several marketing criteria,” Patil noted.

He outlined the key considerations for selecting a brand ambassador:

  1. Availability within the category and any existing non-compete agreements;
  2. Social media reach and influence;
  3. Alignment with the brand, product, and target audience;
  4. Overall marketing fit and potential for expanding market reach.

Patil further stated that KSDL’s vision is to achieve an annual revenue of ₹5,000 crore by 2028. “Our objective is not only to strengthen the brand within Karnataka but to establish it as a national leader in the personal care segment,” he added.

Despite the ongoing public debate, Tamannaah Bhatia has yet to issue a response to the controversy.