Bengaluru: The Karnataka government is facing a wave of criticism over the appointment of Bollywood actress Tamannaah Bhatia as the brand ambassador for Mysore Sandal Soap, with pro-Kannada groups and cultural voices questioning why Karnataka-origin stars like Deepika Padukone were overlooked for the role.
Tamannaah, a Mumbai-based actress with pan-India appeal, has signed a Rs 6.2 crore deal with Karnataka Soaps and Detergents Ltd (KSDL) to endorse its iconic product for two years. However, the decision has ignited a backlash, with Kannada activists calling it a slight to local pride and a missed opportunity to showcase home-grown talent like Deepika, who hails from Bengaluru and enjoys wider recognition.
“It is disappointing that the government could not find a single Kannadiga worthy of representing a symbol of Karnataka’s heritage. Why not Deepika Padukone or another local star?” said T Narayana Gowda, President of Karnataka Rakshana Vedike, which has threatened statewide protests if the appointment is not revoked.
Filmmaker Kavitha Lankesh also criticised the move, saying, “This reflects our continued obsession with Bollywood and fairness. Karnataka has beautiful, talented stars—many would endorse the brand for free if it meant preserving our cultural icons.”
In response, KSDL Managing Director Dr Prashanth PKM said the choice was made to enhance the brand’s visibility outside the state. “Only 12 per cent of our Rs 1,800 crore revenue is from Karnataka. To grow nationally, we needed someone with wide appeal, and Tamannaah fits that profile,” he said.
Ministers MB Patil and HK Patil backed the decision, asserting that it aims to strengthen the brand’s reach across India while still celebrating its Karnataka roots.
Mysore Sandal Soap, launched in 1916, is one of Karnataka’s most enduring legacies. In FY 2023–24, KSDL posted Rs 1,570 crore in revenue and Rs 362 crore in profit, distributing a record Rs 108.62 crore dividend to the state government.
The controversy has revived longstanding concerns about regional representation in state-backed initiatives, with cultural leaders arguing that icons of Karnataka should be represented by its own people.
