Latest news with #KarnatakaSoaps&DetergentsLimited
The Hindu
23-05-2025
- Business
- The Hindu
Tamannaah Bhatia as face of Mysore Sandal: Kannada activists stage protest
A day after Karnataka Soaps & Detergents Limited appointed actor Tammannah Bhatia as the brand ambassador of its products, the Karnataka government has come under criticism for picking a non-Kannada speaking actor for the position. Members of the Yuva Karnataka Vedike staged a protest at the KSDL's Yeshwantpur factory in Bengaluru on May 23, 2025, denouncing the government's 'anti-Kannada' decision. They questioned the need to select the multi-lingual actor offering her a deal worth crores of rupees, when the iconic Mysore Sandal brand had 'made a profit of ₹400 crore without any celebrity names attached to it so far.' Protestors demanded that the deal be cancelled. Ms. Tamannaah has been signed as the brand ambassador for a period of two years, for which she will be paid ₹6.2 crore. Minister responds Responding to objections raised by acitivists and netizens on social media, Minister for Commerce & Industries M.B. Patil, while expressing deepest respect and regard for the Kannada language, identity and film industry, told mediapersons that when it came to business, competitiveness was a critical factor. He described the appointment of the actor as a thoughtful and research-backed decision. The minister explained the brand's decision to use a multi-pronged strategy 'to achieve our ambitious ₹5,000 crore turnover target by 2028'. In a post on X, he wrote: 'We believe that what you sow is what you reap. That's why we are sowing excellence — in products, people, processes, and partnerships... The appointment of #TamannaahBhatia as brand ambassador is a well-researched move — given her pan-India appeal, strong digital presence, and resonance with youth.' The Minister also listed out the considerations that went into choosing a brand ambassador, including factors like availability for any given category (if they have a non-compete agreement), social media presence, coherence with the brand, product and target audience, and marketing fit and reach. Speaking of a comprehensive and strategic overhaul of the brand, Mr. Patil hinted that Ms. Tamannaah's appointment was part of the intent 'to also penetrate markets beyond Karnataka aggressively.' The actor is popular for her performances across all South Indian languge films as well as in the Hindi film industry. He added that the focus was to elevate Mysore Sandal brand from being the pride of Karnataka to becoming a true jewel of India. 'We are pushing for a long-term, sustainable transformation. Every piece of the puzzle — from production and marketing to talent and partnerships — is being aligned with a professional, world-class approach.'
The Hindu
22-05-2025
- Business
- The Hindu
Actor Tamannaah Bhatia appointed KSDL's brand ambassador
Large and Medium Industries Minister M.B. Patil on Thursday announced that actress Tamannaah Bhatia has been appointed as the brand ambassador of Karnataka Soaps & Detergents Limited (KSDL). The move is aimed at expanding the global reach of the prestigious State-owned enterprise. The minister stated that the decision was made considering the actress's wide appeal, strong digital presence, and her ability to connect with the younger generation. Responding to objections raised by certain quarters, Minister Patil described the appointment of Tamannaah as a thoughtful and research-backed decision. She has been signed as the brand ambassador for a period of two years, for which she will be paid ₹6.2 crore. In the financial year 2024–25, KSDL recorded an impressive turnover of ₹1,785.99 crore, out of which around ₹1,430 crore—approximately 80%—was generated from six key States: Karnataka, Andhra Pradesh, Telangana, Tamil Nadu, Kerala, and Maharashtra. 'Other leading celebrities such as Deepika Padukone, Rashmika Mandanna, Pooja Hegde, and Kiara Advani were also considered. However, after evaluating factors like ongoing brand endorsements, availability, and associated costs, Tamannaah was selected for her strong pan-India appeal, reasonable engagement terms, and remarkable digital reach with over 28 million followers,' Patil said. Marketing experts felt that her persona resonates well with younger audiences and aligns with KSDL's brand values of quality, heritage, and contemporary relevance. He further added, 'It is important to note that this endorsement is only one part of a much broader strategic transformation currently underway at KSDL.' Highlighting KSDL's commitment to local employment, the minister pointed out that 89% of its workforce comprises Kannadigas. 'It is a matter of pride that a government enterprise like KSDL has grown to the extent of establishing a unit in Vijayapura. We are also working on improving packaging appeal to enhance the brand's value,' the Mminister added. KSDL Chairman Appaji Nadagouda said that a strong and suitable strategy is crucial for expanding the brand in North India and global markets. Tamannaah's appointment is based purely on marketing criteria, and the government is committed to taking this 109-year-old state enterprise to even greater heights.
The Hindu
22-05-2025
- Business
- The Hindu
Actress Tamanna appointed KSDL's brand ambassador
Large and Medium Industries Minister M.B. Patil on Thursday announced that actress Tamannaah Bhatia has been appointed as the brand ambassador of Karnataka Soaps & Detergents Limited (KSDL). The move is aimed at expanding the global reach of the prestigious State-owned enterprise. The minister stated that the decision was made considering the actress's wide appeal, strong digital presence, and her ability to connect with the younger generation. Responding to objections raised by certain quarters, Minister Patil described the appointment of Tamannaah as a thoughtful and research-backed decision. She has been signed as the brand ambassador for a period of two years, for which she will be paid ₹6.2 crore. In the financial year 2024–25, KSDL recorded an impressive turnover of ₹1,785.99 crore, out of which around ₹1,430 crore—approximately 80%—was generated from six key States: Karnataka, Andhra Pradesh, Telangana, Tamil Nadu, Kerala, and Maharashtra. 'Other leading celebrities such as Deepika Padukone, Rashmika Mandanna, Pooja Hegde, and Kiara Advani were also considered. However, after evaluating factors like ongoing brand endorsements, availability, and associated costs, Tamannaah was selected for her strong pan-India appeal, reasonable engagement terms, and remarkable digital reach with over 28 million followers,' Patil said. Marketing experts felt that her persona resonates well with younger audiences and aligns with KSDL's brand values of quality, heritage, and contemporary relevance. He further added, 'It is important to note that this endorsement is only one part of a much broader strategic transformation currently underway at KSDL.' Highlighting KSDL's commitment to local employment, the minister pointed out that 89% of its workforce comprises Kannadigas. 'It is a matter of pride that a government enterprise like KSDL has grown to the extent of establishing a unit in Vijayapura. We are also working on improving packaging appeal to enhance the brand's value,' the Mminister added. KSDL Chairman Appaji Nadagouda said that a strong and suitable strategy is crucial for expanding the brand in North India and global markets. Tamannaah's appointment is based purely on marketing criteria, and the government is committed to taking this 109-year-old state enterprise to even greater heights.
Hans India
22-05-2025
- Business
- Hans India
Tamanna Appointed as KSDL's Brand Ambassador
Bengaluru: Large and Medium Industries Minister MB Patil on Thursday stated that actress Tamannaah Bhatia has been appointed as the brand ambassador of Karnataka Soaps & Detergents Limited (KSDL). The move is aimed at expanding the global reach of the prestigious state-owned enterprise. The minister stated that the decision was made considering the actress's wide appeal, strong digital presence, and her ability to connect with the younger generation. Responding to objections raised by certain quarters, Minister Patil described the appointment of Tamannaah as a thoughtful and research-backed decision. She has been signed as the brand ambassador for a period of two years, for which she will be paid ₹6.2 crore. In the financial year 2024–25, KSDL recorded an impressive turnover of ₹1,785.99 crore, out of which around ₹1,430 crore—approximately 80%—was generated from six key states: Karnataka, Andhra Pradesh, Telangana, Tamil Nadu, Kerala, and Maharashtra. 'Our target is to reach ₹5,000 crore in sales by 2030, and in this context, a strong marketing strategy becomes vital. This appointment was made based on recommendations from marketing experts,' he highlighted. 'Other leading celebrities such as Deepika Padukone, Rashmika Mandanna, Pooja Hegde, and Kiara Advani were also considered. However, after evaluating factors like ongoing brand endorsements, availability, and associated costs, Tamannaah was selected for her strong pan-India appeal, reasonable engagement terms, and remarkable digital reach with over 28 million followers,' Patil said. Marketing experts felt that her persona resonates well with younger audiences and aligns with KSDL's brand values of quality, heritage, and contemporary relevance. He further added, 'It is important to note that this endorsement is only one part of a much broader strategic transformation currently underway at KSDL.' Highlighting KSDL's commitment to local employment, the minister pointed out that 89% of its workforce comprises Kannadigas. The enterprise is not only profitable but has also been contributing dividends to the Government of Karnataka, thereby supporting the state's development. Efforts are being made to expand into Middle Eastern and European markets. As part of its strategy, 435 new distributors are being appointed to strengthen KSDL's pan-India and international distribution network. Simultaneously, steps are being taken to enter modern trade and e-commerce channels, with a focused target of ₹500 crore, along with an export goal of ₹150 crore to improve global reach, he explained. 'It is a matter of pride that a government enterprise like KSDL has grown to the extent of establishing a unit in Vijayapura. We are also working on improving packaging appeal to enhance the brand's value,' the minister added. KSDL Chairman Appaji Nadagouda said that a strong and suitable strategy is crucial for expanding the brand in North India and global markets. Tamannaah's appointment is based purely on marketing criteria, and the government is committed to taking this 109-year-old state enterprise to even greater heights.
