Karnataka appoints Tamannaah Bhatia as Mysore Sandal Soap brand ambassador

The first Mysore Sandal soap was manufactured in 1916. Nearly 110 years later, a political and cultural dispute has emerged in Karnataka over who should be the main promoter of the iconic soap brand. At the heart of this controversy is Mumbai-born Bollywood actress Tamannaah Bhatia who has been appointed as the brand ambassador of Karnataka Soaps and Detergents Limited (KSDL), the government-owned company that manufactures Mysore Sandal Soap.

The Congress-led Karnataka government has signed a two-year contract with Ms Bhatia for a reported sum of Rs 6.2 crore. The move has drawn sharp criticism from pro-Kannada groups, local activists, and opposition leaders, with the Bharatiya Janata Party (BJP) questioning the decision.

The controversy has triggered a debate over regional identity and representation. Critics argue that the government should have chosen a Kannada actress to represent a brand that is deeply rooted in Karnataka's cultural legacy.