Bengaluru, Feb 9 (NationPress) Karnataka's Minister for Large and Medium Industries, M.B. Patil, announced on Monday that as part of initiatives to enhance the market visibility of products from the state-owned Karnataka Soaps and Detergents Limited (KSDL), the two-year partnership with acclaimed film actress Tamannaah Bhatia as the brand ambassador will kick off on Tuesday.

During this event, the renowned heritage product Mysuru Sandal Soap will be reintroduced with a modernized appearance, according to the Minister.

In his address in Bengaluru, Minister Patil mentioned that KSDL aims to elevate its annual revenue to Rs 5,000 crore by 2030.

"To achieve this goal, a detailed promotional initiative is being launched to engage the youth," he stated.

Actress Tamannaah Bhatia, who enjoys a significant following of over three million on social media, is part of this strategic plan.

Minister Patil expressed, "This initiative is poised to bolster the market for the company's products, including Mysuru Sandal Soap, particularly in North India as well."

KSDL boasts a distinguished legacy that spans more than a century.

The company was founded under the vision of Maharaja of Mysuru, Nalwadi Krishnaraja Wadiyar, along with the then Diwan Sir M. Visvesvaraya and industrial chemist S.G. Shastri, known as 'Soap Shastri'.

Minister Patil highlighted that the organization, which has been experiencing robust turnover and profits, achieved record production levels last month across its three divisions—soaps, detergents, and cosmetics.

Currently, KSDL manufactures a lineup of 57 premium products, from Mysuru Sandal Soap to packaged drinking water. As brand ambassador, Tamannaah Bhatia will feature in advertisements and promotional initiatives for KSDL products. It has been agreed that during her two-year tenure starting from February 10, 2026, she will not endorse similar products from competing private companies," the Minister added.

"There is a significant demand for the organization’s offerings such as shower gels, talcum powder, hand wash, agarbatis, sambrani, dhoop, Millennium Soap, and bathing soaps. Promotional videos and other marketing materials will be released in conjunction with the commencement of the brand ambassador’s role. Furthermore, new production units are set to be established in the Vijayapura and Dabaspete industrial zones, with the necessary preparations already in progress. Plans are also underway to double the export turnover, currently estimated at around Rs 25–30 crore," Minister Patil remarked.

Speaking at the event, KSDL Chairman C.S. Appaji Nadagouda noted that production is being carried out using current machinery without the acquisition of new equipment.

"To optimize this process, a rigorous three-shift work system has been implemented. Markets in Europe and West Asia are also being explored, alongside efforts to ensure KSDL products reach non-resident Kannadigas," he added.

KSDL Managing Director Prashanth confirmed that the issue of counterfeit Mysuru Sandal Soap has been effectively addressed.

"While KSDL products are predominantly favored in South India, greater focus is now directed towards expanding market presence in regions such as Delhi and Central India."

"The organization’s revenue is projected to reach Rs 2,000 crore by 2025–26."

The controversy regarding Tamannaah Bhatia and Mysore Sandal Soap sparked in May 2025, following the Karnataka government’s decision to appoint the actress as brand ambassador in a Rs 6.2 crore two-year agreement, which faced backlash from Kannada activists and social media users who felt local talent was sidelined.