Minister of the Great and Central Industry MB Patil on Thursday announced that actress Tamannaah Bhatia was appointed Ambassador of the Karnataka Soaps & Detergents Limited (KSDL) brand. This step is aimed at expanding the global reach of a prestigious state enterprise.
The Minister stated that the decision was made with regard to the broad attraction of the actress, a strong digital presence and its ability to connect with the younger generation.
In response to objections raised by certain quarters, the Minister Patil described the appointment of Tamannaah as a thoughtful and research decision. She was signed as a brand ambassador for two years for which Crore will be paid 6.2 GBP.
In the financial year 2024–25, KSDL recorded an impressive turnover of 1,785.99 GBP, of which around £ 1,430 GBP – approximately 80% – were generated from six key states: Karnataka, Andhra Pradesh, Telangana, Tamil Nadu, Kerala and Mahashtra.
“Other leading celebrities such as Deepika Padukone, Rashmik Mandanna, Pooja Hegde and Kiara Advani were also considered. After evaluation of factors such as ongoing availability, availability and related costs, Tamannaah was selected for its strong attraction, adequate engaged conditions and conditions of digital reach.
Marketing experts felt that her personality resonates well with the younger audience and is in line with the values of the KSDL brand quality, heritage and contemporary importance.
He added: “It is important to realize that this approval is only one part of a much wider strategic transformation currently in the KSDL.”
The Minister emphasized the KSDL commitment to a local job and pointed out that 89% of his workforce includes Kannadigas. “It is the pride that a government enterprise such as KSDL has grown to the extent of the establishment of a units in Vijayapora. We are also working to improve the attractiveness of packaging to increase the value of the brand,” Mminister added.
KSDL chairman Appaji Nadagouda said that a strong and suitable strategy is essential for the expansion of the brand in northern India and global markets. The appointment of Tamannaah is based purely on marketing criteria and the government has committed to taking this 109 -year -old state enterprise to even higher heights.
Published – May 22, 2025 23:00
