Tamannaah Bhatia’s Star Power Revives Karnataka’s Century-Old Pride Brand
By Atul Chaturvedi | Bengaluru | Karnataka’s iconic Mysore Sandal Soap, known for its pure sandalwood fragrance and over a century of legacy, has witnessed a remarkable 37% increase in profits in the financial year 2024–25 after appointing Bollywood actress Tamannaah Bhatia as its brand ambassador.
According to IFS officer and Managing Director of Karnataka Soaps and Detergents Ltd (KSDL), P.K.M. Prashant, this year’s profits mark the highest-ever achievement in the company’s 108-year history.
“Tamannaah’s association has given the brand a refreshing new image. The younger generation now connects deeply with our heritage product,”
said MD Prashant.
‘Pure as Sandalwood, Proudly from Karnataka’ — A Campaign That Struck the Right Chord
The 2024 campaign, launched with the tagline “Pure as Sandalwood, Proudly from Karnataka,” has brought a vibrant new identity to the traditional brand.
Tamannaah’s elegant and youthful charm in digital, print, and television advertisements helped the brand expand its appeal among urban and rural consumers alike, revitalizing the cultural essence of Mysore Sandal Soap.
The campaign seamlessly blended heritage with modern sensibility, ensuring the brand remained relevant and aspirational for today’s consumers.
81% of Business Now Comes from Outside Karnataka — A National Symbol of Purity
According to KSDL’s latest report, 81% of Mysore Sandal Soap’s total sales now originate from outside Karnataka.
The brand enjoys strong presence and trust in Maharashtra, Andhra Pradesh, Telangana, Tamil Nadu, Kerala, and Madhya Pradesh, where it is regarded as a premium heritage soap.
“The fragrance of Mysore Sandal is no longer Karnataka’s alone — it has become a symbol of purity across India,”
said Prashant.
New Factory in Vijayapura to Empower North Karnataka
In response to increasing national demand, the Karnataka government and KSDL are preparing to establish a second Mysore Sandal Soap manufacturing unit in Vijayapura (Bijapur).
This upcoming factory will cater to the markets of North Karnataka, Maharashtra, Telangana, Andhra Pradesh, and Madhya Pradesh, while also providing large-scale employment opportunities for local youth.
The facility will manufacture soaps, detergents, incense sticks, and sandalwood oil-based products.
“The Vijayapura plant represents not just expansion, but empowerment — a step towards strengthening North Karnataka’s economy,”
added Prashant.
Innovation, Sustainability, and Global Expansion Ahead
Building on its glorious 108-year legacy, KSDL is now embracing eco-friendly packaging, digital marketing, and new fragrance innovations to appeal to modern consumers.
Currently exporting to 19 countries, KSDL plans to expand into Europe, East Asia, and the Middle East in the coming years.
As part of its Corporate Social Responsibility (CSR) initiatives, KSDL has allocated ₹1 crore towards education, environmental protection, and women’s empowerment, while also training 10,000 sandalwood farmers across Karnataka.
यह भी पढ़ें: Tamannaah Bhatia’s endorsement boosts Mysore Sandal Soap sales by 37%: तम्मन्ना भाटिया के प्रचार से ‘मैसूर सैंडल सोप’ की बिक्री में 37% की बढ़ोतरी — विजयपुर में दूसरा कारखाना जल्द शुरू होगा!
A Timeless Legacy Continues to Shine
Founded in 1916 under the vision of Nalvadi Krishnaraja Wadiyar and Sir M. Visvesvaraya, Mysore Sandal Soap remains the only soap in the world made entirely from pure sandalwood oil.
“Our goal is to achieve a ₹5,000 crore turnover by 2028,”
affirmed MD Prashant.
