Karnataka govt appoints Tamannaah Bhatia as KSDL brand ambassador
Bengaluru, May 22 (PTI): The Karnataka government has appointed Bollywood actress Tamannaah Bhatia as the brand ambassador of Karnataka Soaps and Detergents Limited (KSDL), which manufactures Mysore Sandal Soap.
The state government’s order issued on Wednesday said Bhatia has been appointed as the brand ambassador for two years and two days at a cost of Rs 6.2 crore.
The decision drew flak from certain sections of society who questioned her appointment.
“When local Kannada young actresses like @AshikaRanganath could be taken as brand ambassador why appoint and promote Hindi ones?” a woman questioned the decision on ‘X’.
We're thrilled to welcome the iconic Ms Tamannaah Bhatia (@tamannaahspeaks) as the brand ambassador for Mysore Sandal Soap! A symbol of grace and versatility, Tamannaah perfectly mirrors the legacy, purity, and timeless appeal of our heritage brand
— House Of Mysore Sandal (@MysoreSandalIn) May 22, 2025
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.#Ksdl #BrandAmbassador pic.twitter.com/TQe2tjeY4O
Reacting to it, state Commerce and Industries Minister M B Patil on Thursday explained that the decision was taken after much deliberation “to penetrate markets beyond Karnataka aggressively”.
The KSDL has the deepest respect and regards to the Kannada film industry, Patil said, adding that some Kannada movies are giving competition to even Bollywood films.
“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 minister clarified.
“The pride of Karnataka is also a Jewel of the Nation. Hence it’s an independent strategic decision of the PSU board after consulting various marketing experts,” Patil noted.
According to him, choosing a brand ambassador takes a lot of deliberation and also considerations like availability for any given category if they have a non-competition agreement, social media presence, coherence with the brand, product and target audience and marketing fit and reach.
“Our vision is for KSDL to touch annual revenue of Rs 5,000 crore by 2028,” the minister said.
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RSS has global network of over 2,500 groups for money laundering: Priyank Kharge
Bengaluru: Rural Development and Panchayat Raj Minister Priyank Kharge has alleged involvement of the Rashtriya Swayamsevak Sangh (RSS) in a money transfer network at global level.
Posting his allegation on his personal ‘X’ account on Saturday morning, Kharge said that he was referring to an issue that had not been dealt with decisively by Indian media houses.
“Here is a crucial story that the Indian media will never touch,” the minister has said, and clarified, “This so-called “body of individuals” has built a global network of over 2,500 affiliated organisations. Through these fronts, the RSS collects “guru dakshina” to fuel its divisive agenda. (sic)”
Kharge has further alleged, “The world’s largest NGO is running amok, laundering money and evading accountability.”
The minister added, “Here is a map of their organisational architecture of their “Vichar Parivaar.” https://rssproject.caravanmagazine.in / @thecaravanindia”
