After MS Dhoni, Tamannaah Bhatia To Endorse Mysore Sandal Soap

Karnataka Soaps and Detergents Limited (KSDL) is reportedly considering Bollywood actor Tamannaah Bhatia as the new face for Mysore Sandal Soap. This move follows the tenure of former Indian cricket captain MS Dhoni. KSDL, a Karnataka government-owned entity, is renowned for its soap crafted from pure sandalwood oil. The company also produces detergents, cosmetics, and incense sticks.

To boost revenue, KSDL plans to adopt aggressive marketing strategies. "We are now looking to bring Tamannaah on board as our ambassador to enhance our reach and visibility, especially among younger consumers," a KSDL official stated. A rebranding initiative will be unveiled at the Invest Karnataka Global Investors Meet next month.

Expanding Market Reach

The company aims to increase its market share in North India, where it currently holds about 6%. In contrast, KSDL dominates southern states with an 81% share. "Our plan is to expand our market share in North India," the official added.

KSDL's products are available in 23 countries. The company plans to extend its reach to 80 countries by March 2026. Mysore Sandal Soap, known for its unique oval shape and pure sandalwood oil content, was first launched in 1918 and celebrated its centennial in 2016.

Global Ambitions

Karnataka Minister for Commerce and Industry MB Patil expressed ambitions for global expansion: "Mysore Sandal soap is the pride of Karnataka. We plan to expand this brand globally." While already present in several countries, the aim is to introduce the product worldwide.

In a recent event highlighting the soap's prestige, celebrity chef Vikas Khanna gifted Hollywood star Anne Hathaway a Mysore Sandalwood soap at his New York restaurant. Patil noted Khanna's insights on expanding its global footprint were impressive.

E-commerce Strategy

KSDL Managing Director Prashanth PKM highlighted that their products are available on major e-commerce platforms. "We are looking to boost our profits through e-commerce and quick commerce sites," he said. The company targets Rs 100 crore revenue from e-commerce alone this financial year.

Plans include setting up new manufacturing plants in Vijayapura and Dabaspet near Tumakuru. "With a new plant in Vijayapura, we could reduce transportation costs by Rs 7-9 crore per year," Prashanth mentioned.

Combating Counterfeits

KSDL faces challenges with counterfeit products using synthetic sandalwood oils. To combat this, QR codes will be included on each product for authenticity verification via mobile phones. Last year, KSDL seized goods worth Rs 2 crore from a fake unit with a turnover of around Rs 500 crore since inception.

In 2006, MS Dhoni became Mysore Sandal Soap's first brand ambassador but ended his contract in December 2007 due to time constraints. Despite legal proceedings initiated by KSDL seeking damages, Dhoni won the case in 2012.

In the fiscal year 2023-24, KSDL reported sales turnover of Rs 1,570 crore with a profit of Rs 362 crore. The company aims to further increase these figures through strategic initiatives and expansions.