‘Operation Soap’: KSDL unveils Tamannaah Bhatia as ‘face and force’ behind new growth strategy

Bengaluru: Celebrated actor Tamannaah Bhatia recently unveiled several products of the Karnataka Soaps and Detergents Limited (KSDL) at a grand event recently.

With this appearance, Tamannaah has formally taken over as brand ambassador of KSDL, an organisation with a legacy of more than a century.

Marking a phase of renewed momentum under Minister for Industries M.B. Patil and KSDL Chairman C.S. Appaji Nadagouda, KSDL has embarked on a journey of transformation and expansion.

As part of the occasion, Tamannaah unveiled 57 products of the organisation, including Mysuru Sandal Soap, which has now been introduced in a refreshed and contemporary packaging.

The products that have received innovative packaging include sandalwood oil, jasmine-scented soaps, perfumes, toothpaste, coconut oil, petroleum jelly and organic products, taking the total product portfolio to nearly 60 offerings.

With this launch, KSDL’s future roadmap was clearly outlined. Several advertisements featuring Tamannaah were also released on the occasion.

Additionally, two coffee table books chronicling the organisation’s legacy —Sugandha Siri and Aromatic Journeys — were unveiled.

Speaking on the occasion, Tamannaah said, “Mysuru Sandal Soap is not just a soap. It is deeply associated with emotions, childhood memories and nostalgia. It represents a perfect blend of purity and authenticity. Mysuru Sandal Soap holds a special place in people’s hearts, and I consider it a privilege to be associated with this institution as its brand ambassador.”

Addressing the gathering, Patil said: “KSDL is no longer confined to Sandal Soap alone. We are now manufacturing luxury jasmine-scented soaps as well. Jasmine oil costs over ₹4 lakh per litre, while the jasmine fragrance soap has been priced at ₹400. There is a significant demand for such jasmine based products in the European market. Similarly, we have entered the perfumery segment. Senior officials of the organisation recently visited Coimbatore and Kannauj and entered into necessary agreements to strengthen this initiative.”

He further noted that currently, only about one per cent of KSDL’s products were being exported, and that a detailed roadmap had been prepared to substantially increase exports.

Appaji Nadagouda said the organisation’s turnover was expected to touch ₹2,000 crore this year, with profits crossing ₹500 crore. To achieve this growth, modern marketing strategies had been adopted. The appointment of Tamannaah — who enjoys nationwide appeal and a social media following of nearly 30 million — as brand ambassador was a key component of this strategy, he added.