Bengaluru, February 10: In a major push to strengthen the national and international market presence of Karnataka Soaps and Detergents Limited (KSDL), the state-owned enterprise on Tuesday rolled out a refreshed and contemporary look for its iconic heritage product Mysuru Sandal Soap, alongside the commencement of actress Tamannaah Bhatiaโs two-year tenure as the companyโs brand ambassador.
Announcing the initiative, Minister for Large and Medium Industries M.B. Patil said the revamp forms part of a broader strategy to modernise the brand and connect with younger consumers, while retaining the legacy and trust associated with Mysuru Sandal Soap.
โน5,000-Crore Turnover Target by 2030
Patil said KSDL has set an ambitious target of achieving โน5,000 crore annual turnover by 2030, and a comprehensive promotional campaign is being rolled out to support this goal. Engaging Tamannaahโwho commands strong appeal among youth and has over three million followers across social media platformsโis expected to significantly boost brand visibility, especially in North India and central markets, he said.
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โThis initiative will help expand KSDLโs footprint beyond its traditional strongholds and position Mysuru Sandal Soap as a contemporary yet heritage-rich brand,โ the Minister noted.
A Legacy Over a Century Old
KSDL traces its origins to the visionary efforts of Nalwadi Krishnaraja Wodeyar, the then Diwan Sir M. Visvesvaraya, and industrial chemist S.G. Shastri, popularly known as Soap Shastri. The organisation has completed over a century of operations and continues to post healthy profits and growth.
Patil said KSDL recorded all-time high production last month across its three divisionsโsoaps, detergents and cosmeticsโreflecting strong operational performance.
57 Premium Products, Strong Expansion Plans
At present, KSDL manufactures 57 premium products, ranging from Mysuru Sandal Soap to detergents, cosmetics and packaged drinking water. During her tenure beginning February 10, 2026, Tamannaah will feature in advertisements, promotional campaigns and brand outreach programmes. The company has ensured that she will not endorse competing private brands in similar product categories during this period.
High-demand products include shower gels, talcum powder, hand wash, agarbathis, sambrani, dhoop, Millennium Soap and various bathing soaps. Promotional videos and campaign material are being released in phases to coincide with the brand ambassadorโs onboarding.
New Units, Export Push
Patil said new production units will soon be commissioned at Vijayapura and Dabaspete industrial areas, with procedural formalities currently underway. The company also plans to double its export turnover, which presently stands at โน25โ30 crore.
Counterfeit Menace Curbed, New Markets Targeted
KSDL Chairman C.S. Appaji Nadagouda said production is being scaled up using existing machinery through a strict three-shift system, without purchasing new equipment. Markets in Europe and West Asia are being explored, with a special focus on reaching non-resident Kannadigas.
Managing Director Prashanth said the problem of counterfeit Mysuru Sandal Soap has been effectively addressed. While KSDL products enjoy strong demand in South India, the company is now prioritising expansion in Delhi, Central India and northern markets. KSDLโs turnover is expected to touch โน2,000 crore in 2025โ26, he added.
Also Read: Tamannaah Ushers KSDL into a New Era as Brand Ambassador; 57 Products Launched
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