Tamannaah’s entry on May 22 as the new face of Mysore Sandal Soap represented a clear pivot towards a pan-India brand image.
Karnataka: The century-old state-run manufacturer behind the iconic Mysore Sandal Soap, Karnataka Soaps and Detergents Limited (KSDL), has achieved its highest-ever monthly turnover of Rs 186 crore in May, surpassing its own projections and marking a watershed moment in its 108-year history. Seems like actress Tamannaah Bhatia’s role as the ambassador of Mysore Sandal Soap worked in the company’s favour.
The announcement was made by Karnataka’s Minister for Large and Medium Industries, M B Patil, who said the company had exceeded its monthly target of Rs 151.5 crore by a margin of Rs 35 crore, achieving 125% of its goal and registering a 15% month-on-month growth.
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Appointed on May 22, Tamannaah’s entry as the new face of Mysore Sandal Soap represented a clear pivot towards a pan-India brand image. The move was met with immediate controversy, with several pro-Kannada groups criticising the decision to pick a Telugu-Tamil actress over local talent.
Yet, M B Patil stood firm, describing her selection as a “strategic branding decision” aimed at reviving and expanding the iconic brand’s national appeal.
According to the minister, the bulk of the growth came from Andhra Pradesh and Telangana, which contributed Rs 85 crore in sales. Karnataka and other Indian states added another Rs 100 crore. Although exports formed a smaller part of the pie at Rs 1.81 crore, the company has ambitious plans to ramp this up, targeting Rs 150 crore in annual export revenue going forward.
KSDL’s previous record monthly turnover was Rs 178 crore in September 2024, while its average monthly sales have typically hovered between Rs 135 crore and Rs 140 crore. The latest achievement, thus, is a massive leap.
The recent success of KSDL is even more notable because it came without major investment. According to KSDL Chairman C.S. Nadagouda, the company instead focused on boosting operational efficiency over the last two years. He also revealed that KSDL is preparing to launch a new line of perfumes. And a bigger goal: Rs 5,000 crore in annual revenue by 2028.
Other Celebrities Who Were Considered
Interestingly, celebrities such as Deepika Padukone, Rashmika Mandanna, Pooja Hegde and Kiara Advani were also considered for the role before Tamannaah was finalised. This is also not the first time KSDL turned towards a celebrity for endorsements.
Back in 2006, former Indian cricket team captain MS Dhoni served as the ambassador, but the deal was terminated after a year due to his limited availability for promotional campaigns.
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The current product portfolio includes 45 items, ranging from Mysore Sandal Soap to shower gels, incense sticks, and sandalwood-based products.
A long way from its origins in 1916, when sandal soap was first manufactured under royal patronage, the once privately owned brand is now a proud government-owned entity and a symbol of Karnataka’s industrial heritage.
