Tamannaah Bhatia was appointed the brand ambassador of the iconic Mysore Sandal Soap by Karnataka Soaps and Detergents Limited (KSDL) under a two-year deal worth ₹6.2 crore starting in February 2026.
This strategic endorsement is part of KSDL’s effort to revitalize and expand the brand nationally and globally by using her pan-India popularity, large social media reach, and mass appeal. Mysore Sandal Soap, a heritage product launched in 1916, accounts for a significant share of KSDL’s business among its 57 personal care products. In FY 2024–25, KSDL recorded around ₹1,785.9 crore in turnover with strong profit and dividends paid to the Karnataka government, and aims to reach ₹5,000 crore in annual sales by 2030.
Since Tamannaah’s association, the brand saw impressive results: in May 2025 alone, Mysore Sandal Soap posted a record monthly turnover of about ₹181.86 crore, exceeding its target by over 20 % and marking the highest in the company’s history.
Overall, the campaign blends heritage appeal with modern marketing aimed at growth beyond traditional markets.