Bengaluru: Amid a controversy over the appointment of non-Kannadiga actor Tamannah Bhatia as the brand ambassador of Mysore Sandal soaps, Karnataka Industries Minister M.B. Patil Friday defended the decision, emphasising it was a business strategy and not the issue of Kannada identity.
There has been significant public and social media outrage since the state-owned Karnataka Soaps and Detergents Ltd (KSDL), which manufactures the soap, announced the decision to appoint Bahubali actor Bhatia as the brand ambassador for two years for Rs 6.2 crore.
Bhatia (35), originally from Mumbai, made her acting debut in Hindi films but has become a household name because of Telugu and Tamil cinema.
“She has 28 million followers (on Instagram)…2.8 crore. So, keeping all this angle to make it a pan-India appeal. Because Mysore Sandals (soap) not only sell it in Karnataka. Had it been Karnataka, we would have engaged (an actress) here in Karnataka,” Patil told reporters in Bengaluru Friday.
The minister said that 18 percent of Mysore Sandal soap is sold in Karnataka and the remaining 82 percent in other south Indian states.
“Now to take it to the national level and international level. This is the first phase. Tomorrow the day may come, God bless us, we may go to the international market and could have to have a Hollywood actress also tomorrow. This is a business, trade. Nothing related to Kannada,” Patil said.
The controversy surrounding the iconic brand threatens to overshadow the remarkable financial and production turnaround of KSDL.
Several pro-Kannada organisations and online commentators voiced their disapproval of a non-Kannada’s being roped in to promote a brand deeply associated with the state’s identity.
The issue has fuelled the already raging Kannadiga versus outsider debate.
Pro-Kannada voices online posted pictures of Kannada actresses to pressure the government to change its decision. Incidentally, the Kannada film industry is called ‘Sandalwood’.
“Amidst outcry, KA govt should replace Tammanah Bhatia w/ someone or a group that both fits KA culturalities & helps bolster reach of #MysoreSandalSoap. The saying ‘when you are in a hole don’t dig’ is apt for MB Patil who appears to be making a fool of himself more w/ press meets,” Kannada actor and activist, Chetan Kumar Ahimsa said on X.
Pro-Kannada organisations held protests in Bengaluru Thursday as well.
Amidst outcry, KA govt should replace Tammanah Bhatia w/ someone or a group that both fits KA culturalities & helps bolster reach of #MysoreSandalSoap
The saying ‘when you are in a hole don’t dig’ is apt for MB Patil who appears to be making a fool of himself more w/ press meets
— Chetan Kumar Ahimsa / ಚೇತನ್ ಅಹಿಂಸಾ (@ChetanAhimsa) May 23, 2025
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How the iconic soap was born
The Government Sandalwood Oil factory was established in 1916 by the erstwhile Maharaja of Mysore Nalwadi Krishna Raja Wodeyar and Diwan Sir M. Vishweshwaraiah in Mysore.
The Maharaja was keen to propel the brand of Mysore with its famed sandalwood oil as the ‘fragrance ambassador of India’, according to the company. The first experiment to extract oil from sandalwood was conducted at Indian Institute of Science, Bengaluru, under the leadership of Prof. Suddourough and Prof. Watson. The high-quality sandalwood oil with British Pharmacopeia, a medicines and healthcare products regulatory agency, was introduced to the world by the Government Soap Factory, Mysore.
As the story goes, in 1918, a foreign guest presented a rare gift pack of soaps made of sandalwood oil to Nalvadi Krishna Raja Wadiyar, the then Maharaja of Mysore. This sparked the idea of utilising the available natural sandalwood oil for making soap in the home state of Mysore, according to the company.
S.G. Shastri, who was a qualified industrial chemist, was sent to London for an advanced training on soap and perfumery technology and when he returned, the iconic soap also took birth.
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The row
Yaduveer Wadiyar, the scion of the erstwhile kingdom and incumbent BJP MP from Mysuru-Kodagu, also called the Karnataka government’s decision “deeply irresponsible and insensitive”.
In a long post on X, Yaduveer said the brand had been a source of pride for the people of the state. “Mysore Sandal Soap is not just a product; it is a part of our cultural identity and household heritage, especially for Kannadigas, who have supported and used these products for decades.
“To now appoint a non-Kannada actress as the face of this historic brand, and to reportedly pay her over Rs 6 crore, is nothing short of unacceptable. If appointing a brand ambassador was indeed necessary, there are many respected and talented Kannada artists who could have been chosen – ones who reflect the spirit and pride of Karnataka…” he said.
Minister Patil, however, said there is no disrespect to Kannada or pro-Kannada organisations in Bhatia’s appointment as a brand ambassador. He also said a due diligence was done and different actresses such as Rashmika Mandanna, Deepika Padukone, Kiara Advani and others were also considered.
The minister said the brand aims to reach Rs 5000 crore turnover by 2030 from the Rs 1,785.99 crore in 2024-25.
The net profit, which was around Rs 182 crore in 2022-23, almost doubled to Rs 362 crore in 2023-24 when the company sold 37,916 tonnes of products valued at Rs 1,570 crore. In 2024-25, the company registered a profit of Rs 415 crore.
(Edited by Ajeet Tiwari)
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