Mysore Sandal Row: Rashmika, Sreeleela Declined, So Tamannaah Was Chosen, Says MB Patil

The Karnataka government's decision to appoint Bollywood actress Tamannaah Bhatia as the brand ambassador for the iconic Mysore Sandal Soap has sparked widespread backlash from Kannada activists, cultural figures, and netizens who view the move as a slight to local talent.

Bhatia has reportedly signed a two-year endorsement deal worth ₹6.2 crore with Karnataka Soaps and Detergents Limited (KSDL), the state-run manufacturer of the century-old brand. Under this agreement, she will represent not just the flagship Mysore Sandal Soap, but all products under the KSDL portfolio.

KSDL Justifies Decision on Grounds of National Appeal

Defending the decision, KSDL Managing Director Dr. Prashanth PKM explained that only 12% of the company's ₹1,800 crore annual revenue comes from Karnataka, with the rest generated from national and international markets.
"To expand our market presence, we need a brand ambassador with pan-India and global recognition," he said.

Pro-Kannada Outrage

However, the announcement drew sharp criticism from pro-Kannada organisations such as the Karnataka Rakshana Vedike. Its president, T Narayana Gowda, called the decision an "insult" to Kannada pride and demanded its immediate withdrawal, warning of state-wide protests if the decision is not reversed.

Minister MB Patil Responds: "No Intent to Insult Kannada"

Speaking from his residence in Sadashivanagar, Minister for Large and Medium Industries M.B. Patil addressed the controversy, stating: "This is a business decision in a competitive market. KSDL is aiming for pan-India and global expansion. A committee was formed to carefully select a suitable ambassador."

Patil revealed that other actresses, including Rashmika Mandanna, Sreeleela, Pooja Gandhi, and Kiara Advani, were approached before finalising Tamannaah Bhatia. "Rashmika had signed elsewhere, Sreeleela had prior commitments, and Pooja Gandhi and Kiara Advani also declined. We did reach out to Kannadiga actresses, but they weren't available," he explained.

He added that Deepika Padukone was not considered due to budget constraints.

"There is absolutely no intention to insult Kannada or its people. We respect our local artists and our cultural heritage. In future, we even plan to appoint foreign ambassadors, depending on our global reach," Patil said.

Patil shared that KSDL aims to grow into a ₹5,000 crore business, entering new markets such as perfumes and expanding its footprint in Gulf and European countries. "We currently produce 23 products. We're also revamping our packaging strategy to suit non-Kannada-speaking markets, which is why labels in other states do not include Kannada," he explained.

Addressing a separate issue, Patil commented on a court case involving a Kerala-based company accused of copying Mysore Sandal Soap's packaging design. "]he final verdict is awaited," he said.