Tamannaah Bhatia To Be The Brand Ambassador Of Mysore Sandal Soap
In a strategic move to rejuvenate its brand image and expand its market reach, Karnataka Soaps and Detergents Limited (KSDL) has appointed Bollywood actress Tamannaah Bhatia as the new brand ambassador for its iconic product, Mysore Sandal Soap. The two-year agreement, valued at ₹6.2 crore, was formalised following a government notification on May 21, 2025, which exempted the Commerce and Industries Department from the Karnataka Transparency in Public Procurement Act to facilitate this appointment.
Established in 1916, Mysore Sandal Soap is renowned for being the only soap globally made with 100% pure sandalwood oil. Despite its stronghold in southern India, where it commands an 81% market share, KSDL aims to bolster its presence in northern regions, currently holding a modest 6% share. A senior KSDL official noted that Bhatia’s pan-India appeal aligns with the company’s objective to penetrate new markets and attract a younger demographic.
Tamannaah Bhatia, born on December 21, 1989, in Mumbai, has established herself as a versatile actress in Tamil, Telugu, and Hindi cinema. With a career spanning over 80 films, she has garnered acclaim for her roles in the “Baahubali” series and other notable projects. Beyond acting, Bhatia has ventured into entrepreneurship, launching her jewellery brand “White & Gold” and becoming an equity partner in Sugar Cosmetics. Her endorsement portfolio includes brands like Fanta, Chandrika Ayurvedic Soap, and Shiseido, where she made history as the first Indian ambassador for the Japanese cosmetics giant.
Tamannaah Bhatia To Be The Brand Ambassador Of Mysore Sandal Soap
KSDL’s decision to collaborate with Bhatia marks a significant shift in its marketing strategy. Previously, in 2006, cricketer MS Dhoni served as the brand’s first ambassador. However, the partnership ended in 2007 due to contractual disagreements, culminating in a legal battle that Dhoni won in 2012. Learning from past experiences, KSDL is now focusing on leveraging Bhatia’s widespread popularity to rejuvenate the brand’s image and appeal to a broader audience.
In addition to this high-profile endorsement, KSDL is undertaking several initiatives to modernise its operations and combat counterfeit products. The company plans to incorporate QR codes on its products, allowing consumers to verify authenticity easily. Furthermore, KSDL is expanding its manufacturing capabilities by setting up new plants in Vijayapura and Dabaspet near Tumakuru, aiming to reduce transportation costs and meet increasing demand.
KSDL’s products are currently available in 23 countries, with plans to expand to 80 countries by March 2026. The company’s Managing Director, Prashanth PKM, reported a sales turnover of ₹1,570 crore and a profit of ₹362 crore for the fiscal year 2023-24. With the appointment of Tamannaah Bhatia and a renewed focus on innovation and expansion, KSDL is poised to reinforce Mysore Sandal Soap’s legacy while appealing to a new generation of consumers.
