Soap opera over soap: Why Karnataka politics is in a ‘lather’ over iconic Mysuru brand

Times of India

by RAJEEV SINGH

February 15, 2026

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Karnataka’s politics is in turmoil over the appointment of actor Tamannaah Bhatia as the brand ambassador for Mysuru Sandal Soap, a 108-year-old legacy product deeply rooted in the state’s cultural identity. The controversy, which has spilled into political debates and protests, centers on questions of regional pride, branding strategy, and cultural ownership. While the government claims the move is part of a broader effort to reposition the iconic soap for national and global markets, critics argue that the choice of a Mumbai-born actor over established Kannada filmmakers undermines the brand’s connection to its origins. The Mysuru Sandal Soap, first created in 1916 during the reign of Maharaja Nalwadi Krishnaraja Wadiyar, is more than just a hygiene product for many Kannadigas—it evokes nostalgia and represents heritage. The soap, made with pure sandalwood oil, became a symbol of Karnataka’s cultural identity after its production was taken over by KSDL (Karnataka Soaps and Detergents Limited) in 1980. Over the decades, it has grown into a flagship product for the state. The appointment of Tamannaah Bhatia, who reportedly earned Rs 6.2 crore for her role, has sparked fierce opposition from BJP leaders and Kannada activists. They argue that local talent, such as renowned actors like Ramya or Rashmika Mandanna, would have been more fitting ambassadors for the brand. The controversy reflects deeper tensions over how Karnataka’s cultural legacy is represented and marketed, with many feeling that the choice of an

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Originally published on Times of India on 2/15/2026