Published Feb 11, 2026 | 4:37 PM ⚊ Updated Feb 11, 2026 | 4:38 PM
Tamannaah Bhatia with Industries Minister MB Patil on Monday at an event marking her formal induction as brand ambassador.
Synopsis: Actor Tamannaah Bhatia’s appointment as brand ambassador of the famed Mysore Sandal Soap has triggered fresh controversy, with pro-Kannada groups and the BJP accusing the ruling Congress of “insulting” local talent by choosing a non-Kannadiga face. But this is not the first time that KSDL, the maker of Mysore Sandal Soap, has picked non-Kannadiga ambassadors, the most memorable being former Indian cricket captain MS Dhoni in 2006 under the then JD(S)–BJP coalition government.
Actor Tamannaah Bhatia’s appointment as brand ambassador of Karnataka Soaps and Detergents Ltd (KSDL), the state-owned maker of personal care products including the famed Mysore Sandal Soap, has again triggered controversy, months after the decision was announced in May 2025.
Pro-Kannada organisations and the Opposition BJP have accused the ruling Congress of being “anti-Kannada” for appointing a non-Kannadiga actor as the face of one of the state’s premier brands with a legacy of over a century.
Former Minister and BJP MP Dr K Sudhakar questioned the government for “giving priority to others over actresses from our own state”.
“Even though there are many stars from our own Kannada land, the Congress government has appointed a film actress from another state and another language as the brand ambassador for Karnataka’s renowned international brand, Mysore Sandal Soap, by paying her crores of rupees,” he wrote in a post on X ahead of an event on Monday, 9 February, marking Bhatia’s formal induction as brand ambassador.
“This is yet another piece of evidence of the Congress party’s anti-Kannada mindset.”
Karnataka’s homegrown brands have often relied on Kannada celebrities in their campaigns. Actor Sudharani was recently appointed brand ambassador of the Karnataka Milk Federation (KMF) to promote Nandini milk and dairy products.
But KSDL’s decision to appoint a non-Kannadiga celebrity is not a break from past practice, though similar questions about Kannada identity and pride were not raised then.
Dr K Sudhakar cited Kannada actors, or those with a Karnataka background, who he said are “in demand” while “hoisting the flag of Kannada pride” on national and international stages, and who he said would have been better suited to the role. He named Ramya, Rashmika Mandanna, Srinidhi Shetty, Pooja Hegde and Rukmini Vasanth, among others.
“Favoring others is not only an insult to the talents of Kannada Nadu but also a grave dishonor to the pride of Mysore Sandal Soap,” he said in the post on X.
Actor Ramya herself had questioned Bhatia’s appointment when it was first announced, claiming it alienated KSDL’s most loyal consumers.
“By taking a non-kannadiga as a brand ambassador to target the consumer market in the north they have alienated its own people, its core loyal consumer base – the kannadiga. It fails us, especially at a time when we’re fighting to retain our Kannada pride,” she wrote in a post on X.
Members of the Yuva Karnataka Vedike, a pro-Kannada group, also staged a protest at the time, condemning the decision.
Yet the first and most memorable brand ambassador for Mysore Sandal Soap was former Indian cricket team captain MS Dhoni, appointed in 2006.
Crucially, that appointment was made under the JD(S)–BJP coalition government led by HD Kumaraswamy, who is now Union Minister of Heavy Industries.
It, however, ran into a different problem. Under the contract, Dhoni was to serve as brand ambassador for two years and make himself available for five days of shooting. He appeared for only two shoots.
The dispute reached court after Dhoni failed to appear for further shoots. In 2007, KSDL issued a legal notice and sought ₹40 lakh in compensation for breach of contract. He won the case after a five-year legal battle.
In 2009, Hindi actor-model Mugdha Godse was reportedly appointed brand ambassador, again under a BJP government led by BS Yediyurappa. But Godse herself later said she would not describe herself as a brand ambassador.
“I simply modelled for the brand. I auditioned and got selected,” she told Star of Mysore.
Industries Minister MB Patil, responding to the criticism, said the decision was not arbitrary or political but purely a “business” one, based on marketing considerations and a committee process.
He said KSDL has sales across the country and Bhatia was picked for her pan-India appeal. The brand’s sales are only eight to 12 percent in Karnataka, while they are 18 percent in Telangana and other states, eight percent in North India and one percent internationally, Patil added.
“It was a committee headed by Rajinikanth and others. They went through five to six names, and out of them, two to three names were from Karnataka. However, they had endorsed other products. If you endorse some other product, you cannot be an ambassador here. Three such actresses had endorsed other products,” he told reporters on Tuesday.
The committee had reportedly also considered actors including Rashmika Mandanna, Sreeleela, Pooja Hegde and Kiara Advani before selecting Bhatia.
CS Nadagouda, Congress leader and Chairman of KSDL, told reporters that other models who were considered had quoted higher contract prices than Bhatia.
In May 2025, soon after the announcement, Patil said actor Deepika Padukone, who is from Karnataka, was beyond the state government’s budget.
Meanwhile, KSDL set an all-time production record in January, manufacturing 4,894.777 metric tonnes of products, Patil said.
January production comprised 3,798 tonnes in the soap segment, 941 tonnes in detergents and 155 tonnes in cosmetics. He said extensive measures are being taken to expand markets and strengthen branding in North India and overseas.
(Edited by Dese Gowda)
