Mysore Sandal non-Kannadiga row: Actor Tamannaah Bhatia has been appointed as the brand ambassador for Mysore Sandal Soap in a high-profile endorsement deal worth Rs 6.20 crore for a two-year term. The Karnataka government’s decision to rope in the pan-Indian star has sparked both celebration and controversy. While it marks a significant marketing move for the state-owned brand, critics argue that a local Kannada actor would have been a more culturally appropriate choice.

A government notification confirming the appointment made the rounds online on Thursday, confirming that Tamannaah will be the face of the iconic soap brand manufactured by Karnataka Soaps and Detergents Limited (KSDL).

Why Mysore Sandal matters in Karnataka?

Mysore Sandal Soap is not just any consumer product — it carries over a century of heritage. Established in 1916 by King Krishna Raja Wadiyar IV, the soap has long been associated with Karnataka’s legacy and pride. Produced at a government-run factory in Bengaluru, it is the only soap in the world made from 100% pure sandalwood oil.

Given its deep cultural roots, the move to appoint a non-Kannadiga celebrity has stirred emotional responses from the public and the Kannada film fraternity.

“Why not a local face for Mysore Sandal soap?”

The backlash began swiftly on social media, with users questioning the choice of ambassador. Several posts on X (formerly Twitter) demanded to know why a local Kannada actress wasn’t selected.

“Why not Rukmini Vasanth or Pranita Subhash?” one user asked. Another wrote, “We had many Kannada actresses. Why pay an outsider to represent our brand?” Some even named Rashmika Mandanna, Srinidhi Shetty, and Ashika Ranganathan as suitable alternatives who could’ve resonated better with Karnataka’s identity.

What government said addressing the non-local backlash?

In response to the growing criticism, MB Patil, Karnataka’s Minister for Commerce & Industries, defended the appointment. “KSDL has the deepest respect for the Kannada film industry,” he wrote. “However, Mysore Sandal aims to expand aggressively beyond Karnataka.”

He emphasised that this was a calculated marketing strategy to enhance brand visibility on a national level. “The pride of Karnataka is also a jewel of the nation,” he added, noting that the decision was taken independently by the KSDL board in consultation with marketing experts.

Why Tamannaah?

Explaining the rationale behind choosing Tamannaah, Patil outlined several key factors: her social media presence, availability, market reach, and alignment with the brand’s identity and goals. “Our vision is for KSDL to reach Rs 5,000 crore in annual revenue by 2028,” he stated, underlining the ambition to scale the brand nationally and potentially internationally.

Patil, highlighted that the decision to appoint Tamannaah was based on market insights and strategic business objectives, not regional sentiment. “Only 18% of our products are consumed within Karnataka; the remaining 82% are sold across southern states. This is a matter of trade and business,” he said.

Meanwhile, Tamanna and her team are yet to react to the controversy.