Karnataka Soaps and Detergents Limited has appointed actor Tamannaah Bhatia as the brand ambassador for Mysore Sandal and its wider product portfolio, marking a renewed push to expand the state owned company’s reach beyond southern markets. The association will begin from February 10, alongside the relaunch of Mysore Sandal soap with refreshed packaging aimed at younger consumers.
The government backed enterprise expects its turnover to reach about ₹2,000 crore in 2025 to 26 and has outlined a longer term goal of scaling annual revenue to ₹5,000 crore by 2030. Officials said the brand partnership is part of a broader marketing reset designed to raise visibility in large northern and central Indian markets, where the company’s presence remains limited compared to the south.
KSDL currently manufactures 57 products across soaps, detergents and personal care categories, ranging from its flagship sandalwood soap to hand wash, talcum powder, shower gels, incense and packaged drinking water. The company reported record production in the last month across all three of its divisions, driven by higher plant utilisation under a three shift operating model.
Alongside marketing investments, KSDL is adding capacity through upcoming production units in Vijayapura and Dabaspet. Export revenue, estimated at ₹25 to ₹30 crore annually, is also set for expansion, with the company exploring distribution in Europe and West Asia while stepping up outreach to the Indian diaspora.
Founded more than a century ago with the backing of the Mysuru royal family and industrial leaders of the time, KSDL has leaned on its heritage brand for decades. The new campaign signals a sharper focus on contemporary branding and national scale. Tamannaah Bhatia will feature in advertising and retail promotions for two years and will not endorse competing soap brands during this period.
Company executives said the refreshed strategy combines higher production throughput, tighter control on counterfeit products and sustained marketing to lift volumes in high growth urban centres such as Delhi and across central India.
