Tamannaah Bhatia has been named brand ambassador for Mysore Sandal Soap.
The Congress-led government signed a two-year, Rs 6.2 crore contract.
Critics argue a local actress should represent Karnataka’s cultural identity.
The first Mysore Sandal soap was manufactured in 1916. Nearly 110 years later, a political and cultural dispute has emerged in Karnataka over who should be the main promoter of the iconic soap brand. At the heart of this controversy is Mumbai-born Bollywood actress Tamannaah Bhatia, who has been appointed as the brand ambassador of Karnataka Soaps and Detergents Limited (KSDL), the government-owned company that manufactures Mysore Sandal Soap.
The Congress-led Karnataka government has signed a two-year contract with Ms Bhatia for a reported sum of Rs 6.2 crore. The move has drawn sharp criticism from pro-Kannada groups, local activists, and opposition leaders, with the Bharatiya Janata Party (BJP) questioning the decision.
The controversy has triggered a debate over regional identity and representation. Critics argue that the government should have chosen a Kannada actress to represent a brand that is deeply rooted in Karnataka’s cultural legacy.
Political Fallout
Activists have formally written to Chief Minister Siddaramaiah, demanding that the appointment be revoked. In a social media post, Narayana Gowda, State President of the Karnataka Defence Forum, described the decision as “unethical, irresponsible and disconnected from the sentiments of Kannadigas.”
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