Facing flak over Tamannaah Bhatia's appointment, Karnataka minister says Mysore Sandal Soap's global push may even need Hollywood face
Tamannaah Bhatia
to endorse the iconic Mysore Sandal Soap and other products manufactured by the state-owned Karnataka Soaps and Detergents Ltd (KSDL), industries minister MB Patil on Friday defended the decision.
He also said they are even considering roping in Hollywood actresses in the coming days to expand their footprint in the global market.
Close on the heels of widespread criticism for ignoring Kannada and
Karnataka
-based celebrities, Patil reiterated his immense respect and commitment to Kannada and Kannadiga celebrities. "But in business, we must look at the competition. Based on market expert recommendations, we appointed Tamannaah Bhatia, and this shouldn't be viewed negatively," he said.
Interestingly, Karnataka contributed only 19% (Rs 320 crore) to KSDL's turnover of Rs 1,700 crore.
Stating that KSDL's production has increased 40% since he took over as minister, Patil explained, "Without any capital investment, KSDL has a 15% growth in the FMCG (fast-moving consumer goods) sector. We even surpassed Godrej (11%), ITC (8%), and Wipro (7%). Over the next three years, we plan to achieve a turnover of Rs 5,000 crore, and during that time, we may have to appoint a Hollywood actress to endorse our products.
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.. and I sincerely wish we reach that position."
The minister explained that prior to Tamannaah's appointment, KSDL officials approached Karnataka's
Deepika Padukone
and Rashmika Mandanna, along with Sreeleela, Pooja Hegde, and Kiara Advani. "Deepika is busy endorsing her own products and refused to take up our request. Others are already ambassadors of soaps, creams, and cosmetics of other companies and disclosed their busy schedules for the next two years.
Hence, we appointed Tamannaah, who has over 28 million followers and a pan-India appeal."
Patil revealed that KSDL will enter the the fragrance sector, and officials have visited Kannauj to study the best practices. "When it comes to business, we (govt) have to strategise accordingly, and the appointment of a brand ambassador shouldn't be mistaken," he said.
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