Tamannaah’s Charm Brings a Fragrant Boom to Karnataka’s Pride Brand
Bengaluru: The iconic Mysore Sandal Soap, a century-old symbol of Karnataka’s cultural pride, has recorded a 37% increase in profit for the fiscal year 2024–25 following the appointment of Bollywood actress Tamannaah Bhatia as its brand ambassador.
According to IFS Officer and Managing Director of Karnataka Soaps and Detergents Ltd (KSDL), P.K.M. Prashant, the brand achieved its highest-ever profit milestone, marking a historic moment in the company’s 108-year journey.
“Tamannaah’s campaign has given the brand a fresh identity. The younger generation now feels connected to our heritage product,” said Prashant.
‘Pure as Sandalwood, Proudly from Karnataka’ — A Campaign That Struck Gold
The new marketing campaign, launched in 2024 with the tagline “Pure as Sandalwood, Proudly from Karnataka”, redefined the legacy brand’s image with a blend of elegance and authenticity.
Tamannaah’s captivating screen presence in digital, print, and television advertisements infused a new energy into the brand, significantly expanding its appeal among urban and rural consumers alike.
The campaign not only revived nostalgia for the brand’s royal legacy but also helped it reclaim relevance among India’s fast-evolving FMCG audience.
81% of Sales Now from Outside Karnataka — A National Success Story
As per KSDL’s latest annual report, 81% of Mysore Sandal Soap’s total sales now come from outside Karnataka.
The brand has established itself as a premium household name in Maharashtra, Andhra Pradesh, Telangana, Tamil Nadu, Kerala, and Madhya Pradesh.
“The fragrance of Mysore Sandal is no longer confined to Karnataka; it has become a national symbol of purity,”
said MD P.K.M. Prashant.
Vijayapura Factory to Drive Growth in North Karnataka
Buoyed by surging demand, the Karnataka government and KSDL are setting up a second manufacturing facility in Vijayapura (Bijapur) to expand production and strengthen presence in North Karnataka and neighboring states.
This upcoming plant will cater to the markets of Maharashtra, Telangana, Andhra Pradesh, and Madhya Pradesh, while also generating significant employment opportunities for local youth.
The facility will produce soaps, detergents, incense sticks, and sandalwood oil-based products.
“The Vijayapura unit is not just about expansion; it’s about empowering North Karnataka’s economy,”
said Prashant.
Innovation, Sustainability, and Global Ambitions
Carrying forward its century-old heritage, KSDL is embracing eco-friendly packaging, digital marketing, and the creation of new fragrance lines to stay relevant in the global market.
Currently exporting to 19 countries, the company plans to expand its reach to Europe, East Asia, and the Middle East.
As part of its corporate social responsibility (CSR), KSDL has committed ₹1 crore toward education, environmental protection, and women’s empowerment projects and has trained 10,000 farmers in sustainable sandalwood cultivation.
A Glorious Legacy Enters a New Era
Founded in 1916 by Nalvadi Krishnaraja Wadiyar and visionary engineer Sir M. Visvesvaraya, Mysore Sandal Soap remains the only soap in the world made entirely from pure sandalwood oil.
“Our goal is to achieve a ₹5,000 crore turnover by 2028,”
affirmed MD Prashant.
About the Author
