Tamannaah Bhatia Named Brand Ambassador of Karnataka Soaps & Detergents Limited (KSDL)

Karnataka Soaps & Detergents Limited (KSDL), a century-old state-owned enterprise, has appointed acclaimed actress Tamannaah Bhatia as its brand ambassador for a period of two years. This strategic move aims to enhance KSDL’s visibility and appeal among younger consumers and expand its footprint both nationally and globally. The announcement was made by Karnataka’s Large and Medium Industries Minister M.B. Patil on May 22, 2025, highlighting Tamannaah’s pan-India appeal and strong digital presence.

Why in News?

This appointment comes at a pivotal time as KSDL embarks on a strategic transformation to boost brand value, reach new markets, and engage with a broader, younger audience. Tamannaah’s digital influence, with over 28 million followers, and her popularity across India make her an ideal choice to represent KSDL’s blend of heritage and contemporary appeal. The move signals KSDL’s intent to leverage celebrity endorsements as part of its broader marketing and expansion strategy.

Aim

• To strengthen KSDL’s brand positioning and expand its market presence, especially among younger consumers and new geographic regions.

Objectives

• Enhance global and pan-India brand recognition of KSDL products.
• Leverage Tamannaah’s popularity and digital reach to connect with the youth demographic.
• Support KSDL’s ongoing transformation efforts to modernize packaging and marketing.
• Promote local employment and Karnataka’s industrial heritage.

Background

• KSDL is a 109-year-old state enterprise best known for its flagship product, Mysore Sandal Soap.
• In FY 2024–25, KSDL recorded a turnover of ₹1,785.99 crore, with about 80% revenue coming from six states: Karnataka, Andhra Pradesh, Telangana, Tamil Nadu, Kerala, and Maharashtra.
• Other celebrities like Deepika Padukone, Rashmika Mandanna, Pooja Hegde, and Kiara Advani were considered before finalizing Tamannaah based on factors such as availability, cost, and ongoing brand endorsements.
• Tamannaah’s appointment involves a ₹6.2 crore contract over two years.

Key Highlights

• Tamannaah’s strong digital presence with 28 million followers offers a significant platform for brand promotion.
• The endorsement aligns with KSDL’s values of quality, heritage, and modern relevance.
• KSDL’s workforce is predominantly Kannadiga (89%), with recent expansion including a unit in Vijayapura.
• The appointment is a part of a larger strategic shift towards improving packaging, marketing, and expanding into North Indian and global markets.
• KSDL Chairman Appaji Nadagouda emphasized the importance of a well-planned marketing strategy and government support to take the brand forward.

Significance

• This appointment underscores the increasing importance of celebrity endorsements in public sector marketing.
• It reflects KSDL’s commitment to balancing tradition with innovation to stay relevant in a competitive market.
• The move aims to boost local pride while enhancing KSDL’s competitive edge nationally and internationally.
• It also marks a significant push towards digitization and modernization within the government-owned enterprise.