The Karnataka government’s recent appointment of actress Tamannaah Bhatia as the brand ambassador for the iconic Mysore Sandal Soap has ignited widespread criticism. The two-year endorsement deal, valued at ₹6.2 crore, was formalized through an official notification issued on May 22, 2025 .
Critics argue that selecting a non-Kannada-speaking actress to represent a brand deeply rooted in Karnataka’s cultural heritage is inappropriate. Pro-Kannada groups and social media users have questioned why local talents like Rashmika Mandanna, Rukmini Vasanth, or Srinidhi Shetty were overlooked for the role .
In response to the backlash, Karnataka’s Minister for Commerce & Industries, MB Patil, defended the decision, stating that the move aims to expand the brand’s reach beyond Karnataka and into national and international markets. He emphasized that while Mysore Sandal Soap has strong brand recall within the state, the intent is to position it as a global brand .
Minister Patil further explained that the selection process considered various factors, including the ambassador’s availability, social media presence, alignment with the brand, and target audience reach. He highlighted that only 18% of the product’s consumption is within Karnataka, with the majority being used in other southern states, underscoring the need for a pan-India appeal .
Despite the government’s rationale, opposition from Kannada groups persists, with some organizations demanding the appointment be revoked in favor of a local representative. The controversy continues to stir debates over regional representation and cultural identity in brand endorsements.
