A historic Karnataka brand is at the center of an unexpected storm. The appointment of Bollywood actress Tamannaah Bhatia as the brand ambassador for the iconic Mysore Sandal Soap has triggered a wave of backlash from Kannada activists and cultural groups, who argue that a local face should represent the state’s proud legacy.
Karnataka Soaps and Detergents Limited (KSDL), the government-owned company that manufactures the century-old product, has signed Tamannaah for a two-year endorsement deal worth ₹6.2 crore. The move, intended to give the brand a national and global facelift, has instead ignited a debate over regional pride and cultural representation.
Kannada outfits and opposition leaders have strongly opposed the decision, questioning the government’s choice to bypass Kannada actresses in favor of a Bollywood star. Narayana Gowda, president of the Karnataka Rakshana Vedike, sent a letter to Chief Minister Siddaramaiah calling the appointment “unethical” and “insensitive” to local sentiment. “Mysore Sandal Soap, which dates back to 1916 and was launched by Maharaja Krishnaraja Wadiyar, is a symbol of Kannada heritage. Handing it over to an outsider is a blow to the pride of Kannadigas,” he said.
Despite the outrage, the government has stood firm. Karnataka Industries Minister M. B. Patil defended the decision, explaining that it was made in consultation with marketing experts. “We aimed to select someone with a strong pan-India presence to elevate Mysore Sandal Soap’s profile nationally and internationally. Tamannaah was chosen for her appeal across regions, cost-effectiveness, and strong digital influence with over 28 million social media followers,” he stated.
He also mentioned that the shortlist included names like Deepika Padukone, Rashmika Mandanna, Pooja Hegde, and Kiara Advani. However, Tamannaah was ultimately chosen as the most suitable candidate to push the brand beyond state boundaries.
As the controversy unfolds, it raises a broader question: can regional heritage coexist with national branding strategies, or must one always come at the expense of the other?
