Responding to the criticism, Minister of Commerce and Industries, MB Patil said that the decision was taken to penetrate markets beyond Karnataka.
Published May 22, 2025 | 5:45 PM ⚊ Updated May 22, 2025 | 5:45 PM
Tamannaah Bhatia. (X)
Actor Tamannaah Bhatia has been appointed as the brand ambassador of the iconic Mysore Sandal Soap by Karnataka Soaps and Detergents Limited.
She has been singed as the ambassador for two years, for ₹6.2 crore.
The notification noted that, “The state finance department exempted the Commerce and Industries Department from the Transparency Act under section 4(g) of the Karnataka Transparency in Public Procurement Act, 1999 to appoint Tamannaah Bhatia as KSDL’s brand ambassador for two years and two days at a cost of ₹6.2 crore.”
However, choosing the actor, who has predominantly worked in Hindi, Telugu and Tamil film industries over a Kannada actor, has garnered criticism.
Responding to the criticism, Minister of Commerce and Industries, MB Patil said that the decision was taken to penetrate markets beyond Karnataka.
In a post on X, he said, “KSDL has deepest respects and regards for Kannada Film Industry. Some Kannada Movies are giving competition to even Bollywood movies. Mysore sandal has a very good brand recall within Karnataka. Which shall be strengthened. However the intent of Mysore Sandal is to also penetrate markets beyond Karnataka Aggressively. The pride of Karnataka is also a Jewel of the Nation.”
Further reasoning the choice, the Karnataka Minister said, it was an “independent strategic decision of the PSU board after consulting various marketing experts.”
He also listed out the factors considered, and they are:
KSDL has deepest respects and regards for Kannada Film Industry. Some Kannada Movies are giving competition to even Bollywood movies.
Mysore sandal has a very good brand recall within Karnataka. Which shall be strengthened.
However the intent of Mysore Sandal is to also… https://t.co/qnXe3MyJYn
— M B Patil (@MBPatil) May 22, 2025
Meanwhile, Tamannaah was last seen in the Telugu film Odela 2.
