Tamannaah Bhatia’s Mysore Sandal Soap endorsement sparks fresh backlash

Actress Tamannaah Bhatia has drawn fresh criticism in Karnataka as she has officially begun her two-year term as brand ambassador for Karnataka Soaps and Detergents Limited (KSDL), a PSU, on February 10, 2026. The move coincides with the relaunch of the company’s flagship Mysuru Sandal Soap in refreshed packaging, aimed at modernising the heritage product and expanding its reach.

As per Industries Minister MB Patil, the partnership is intended to strengthen the brand’s presence, particularly in North India, with a focus on digital marketing, export expansion and innovation. “KSDL aims for a ₹5,000 crore turnover by 2030,” he added.

https://x.com/MBPatil/status/2021093871057621288?s=20

Mysore Sandal Soap has been produced in Karnataka for over a century and is widely seen as a symbol of local heritage. The current backlash follows an earlier wave of criticism when the endorsement was first announced in 2025, when Tamannaah signed a two-year, Rs 6.2 crore contract with KSDL. At that time, many questioned why a local Sandalwood actress was not chosen to represent the soap, pushing instead for Kannada personalities who share linguistic and cultural roots with the state.

Read here: Mysore Sandal company faces backlash for roping in Tamannaah Bhatia 

Social media reactions have reflected these sentiments. Users have posted comments such as “Why not our own Rukmini Vasanth?” and suggestions that actresses like Pranitha Subhash or Ashika Ranganath from Karnataka would have been more appropriate.

“Is there a dearth of talent in Sandalwood? Why appoint and promote Hindi ones?” a user questioned.

“Palpable frustration that this iconic product did not get a Kannada face”

"There are equally stunning women in Karnataka, local Kannadigas who would be suitable," said another user.

Some users were also in support of the partnership, “Much needed for a wider market.”

A user commented, “Tamannah is a good option...ppl speaking about not taking karnataka actresses,who do you want?? Deepika,rashmika?? Tamannah is way better than these options as she has both good reach and reputation.”

The debate reflects broader questions about how heritage brands balance cultural authenticity with commercial strategy.