’Why Tamannaah?’: Row over Mysore Sandal Soap’s new brand ambassador continues

Mangalore Today News Network

Bengaluru, Feb 11, 2026: The controversy over the appointment of actor Tamannaah Bhatia as brand ambassador of Karnataka Soaps and Detergents Ltd (KSDL), manufacturer of the iconic Mysore Sandal Soap, has resurfaced as she officially assumed the role on February 10. Opposition leaders and certain Kannada groups have questioned the choice of a Mumbai-born actor to represent one of Karnataka’s most celebrated brands.

The State government, however, defended the decision, stating that Tamannaah was selected purely on merit and business considerations.

As part of efforts to strengthen the market presence of KSDL’s products — a company with over a century-old legacy — Tamannaah began her two-year tenure as brand ambassador on February 10. At an event in Bengaluru, the multilingual actor unveiled 57 KSDL products, including Mysore Sandal Soap, now introduced in refreshed, contemporary packaging. New advertisements featuring Tamannaah were also released.

The appointment drew criticism on social media platform X, with several users questioning why a Kannada actor was not chosen. BJP MP from Chikkaballapur and former minister K. Sudhakar criticised the Congress-led State government, asking whether it could not find a Kannada film star to represent the brand.

In a post, Sudhakar alleged that despite several eligible Kannada actors, the government appointed an actress from another State by paying crores of rupees, calling it proof of the Congress party’s “anti-Kannada mentality.” He named actors such as Ramya, Rashmika Mandanna, Srinidhi Shetty, Pooja Hegde and Rukmini Vasanth, stating they have gained national and international recognition and brought fame to Karnataka.

“The Congress party’s attitude of prioritising others over actresses from our own State is an insult to Karnataka’s talent and to the identity of Mysore Sandal Soap,” he said, adding that Kannadigas would not forgive what he termed an “anti-Kannada” move.

ನಾಡದ್ರೋಹಿ ಕಾಂಗ್ರೆಸ್ ಸರ್ಕಾರಕ್ಕೆ ಕನ್ನಡದ ಸಿನಿತಾರೆಗಳು ಕಣ್ಣಿಗೆ ಕಣ್ಣುತ್ತಿಲ್ಲವೇ?

ಕರ್ನಾಟಕದ ಸುಪ್ರಸಿದ್ಧ ಅಂತಾರಾಷ್ಟ್ರೀಯ ಬ್ರ್ಯಾಂಡ್ ಮೈಸೂರು ಸ್ಯಾಂಡಲ್ ಸೋಪ್ ಗೆ ಬ್ರಾಂಡ್ ಅಂಬಾಸಿಡರ್ ನೇಮಿಸಲು ನಮ್ಮದೇ ಕನ್ನಡ ನಾಡಿನ ಅನೇಕ ತಾರೆಗಳು ಇದ್ದರೂ ಪರರಾಜ್ಯದ, ಅನ್ಯಭಾಷೆಯ ಸಿನಿಮಾ ನಟಿಯೊಬ್ಬರನ್ನು ಕೋಟ್ಯಂತರ ರೂಪಾಯಿ ಪೇಮೆಂಟ್ ಕೊಟ್ಟು… pic.twitter.com/bJqmXaPVo9

— Dr Sudhakar K (@DrSudhakar_) February 10, 2026

While many criticised the decision, others supported it, arguing that Mysore Sandal Soap has a larger market outside Karnataka, particularly in north India, making Tamannaah’s selection commercially viable.

‘Sales not limited to Karnataka’

State Industries Minister M.B. Patil reiterated that the appointment was a business decision based on merit. He said a committee had evaluated five to six names, including two to three from Karnataka, but some were already endorsing competing products and were therefore not considered.

“Six months ago, I had clarified why Tamannaah Bhatia was chosen. If someone endorses another product, they cannot be brand ambassador for this. The selection was made by the committee after due consideration,” Patil told reporters.

He pointed out that only eight to 12 per cent of Mysore Sandal sales come from Karnataka, while 18 per cent are from Telangana and other States, eight per cent from north India and about one per cent internationally.

“It is purely a business decision taken by the KSDL committee,” he said, adding that politicising the issue would not help.

‘Deepika Padukone beyond budget’

Earlier, Patil had also stated that Bollywood actor Deepika Padukone was beyond the State government’s budget. He said actors Rashmika Mandanna, Sreeleela, Pooja Hegde and Kiara Advani were considered but were already endorsing other brands.

“Deepika Padukone was not available within our budget. Plus, she has her own brand,” the Minister had said.

He added that Tamannaah, who has 2.8 crore followers on social media, agreed to a two-year lock-in agreement with the company, making her a suitable choice for the role.