Karnataka industries minister M.B. Patil on May 23 defended the decision to appoint Bollywood actress Tamannaah Bhatia to endorse the iconic Mysore Sandal soap and other products manufactured by state-owned Karnataka Soaps and Detergents Ltd. (KSDL) even as a controversy erupted around the decision to not appoint a Kannada film actress instead. The minister said, they were considering of roping in a Hollywood actress to expand their footprint in the global market.
Following widespread criticism for ignoring Kannada or Karnataka-based celebrities, Patil reiterated his immense respect and commitment to Kannada and Kannadiga celebrities. “But in business, we must look at the competition,” he said, adding, “Based on market expert recommendations, we appointed Tamannaah Bhatia, and this shouldn’t be viewed negatively.”
Interestingly, Karnataka contributes only 19% (Rs. 320 crore) of KSDL’s turnover of Rs. 1,700 crore.
The minister revealed that KSDL had approached Karnataka’s Deepika Padukone, Rashmika Mandana, Sreeleela, Pooja Hegde and Kiara Advani before finalising Tamannaah. “Deepika refused. Others are ambassadors of soaps, creams and cosmetics of other companies,” he explained.