Tamannaah Bhatia’s endorsement sparks row: Pro-Kannada teams slam cleaning soap agency over model alternative

Karnataka Minister M B Patil on Friday defended the federal government’s resolution to nominate actress Tamannaah Bhatia as model ambassador of Karnataka Soaps and Detergents Limited, as pro-Kannada activists protested outdoors the KSDL manufacturing unit in Yeshwanthpur, opposing the transfer.

The Karnataka authorities had appointed Bhatia because the model ambassador of KSDL, which manufactures the famed Mysore Sandal Soap, on Tuesday. The two-year-and-two-day contract will price the state exchequer Rs 6.2 crore.

Patil, who holds the Commerce and Industries portfolio, mentioned the transfer was a part of efforts to place KSDL merchandise as a world model.

“We have created an international brand. We will sell it across the world with new packaging tailored to international markets, aiming to reach the Western world and the Gulf region. As part of this long-term strategy, we have engaged Tamannaah Bhatia,” the Minister instructed reporters.

He mentioned the choice was taken by means of a committee headed by specialists.

Patil added that different actresses had been additionally thought of, however many had been already endorsing competing merchandise.

“Rashmika Mandanna is associated with other products. Pooja Hegde and Kiara Advani have also endorsed various brands. Even Deepika Padukone has endorsed some products, including her brand, I believe,” Patil mentioned.

He famous that the choice of a model ambassador includes a number of issues, together with availability, non-compete clauses, social media presence, alignment with the model’s id, and advertising attain.

“This is part of business—it has nothing to do with Kannada. It’s trade. We are in business. This is not just about Karnataka; we have to take the brand global,” he added.

Patil additionally highlighted that the manufacturing of KSDL merchandise has elevated by 110 per cent with the present equipment and employees.

“We plugged all loopholes and malpractices, and streamlined operations. We started building the brand,” he mentioned.

He additional famous that KSDL’s turnover rose from Rs 1,375 crore in 2022–23 to Rs 1,571 crore in 2023–24 and Rs 1,788 crore in 2024–25.

The internet revenue, which was round Rs 182 crore in 2022–23, elevated to Rs 362 crore in 2023–24 and is predicted to succeed in Rs 415 crore in 2024–25.

“We have a long-term strategy to increase sales to Rs 5,000 crore. A new factory in Vijayapura is being established. We’ve also brought in an officer from Hindustan Unilever, Rajnikant, who worked there for 18 years and is now advising us. We have rolled out 23 new projects,” Patil mentioned.

“Do people buy soap because of Tamannaah? They buy it if they need it. This is a Karnataka product. We know that Puneeth Rajkumar endorsed Nandini Milk—and we’ve all seen how far the brand reached after that. We will not allow any Hindi actor to endorse Mysore Sandal Soap,” mentioned Kannada activist Roopesh Rajanna, talking throughout the protest.