New Delhi: The Karnataka Soaps and Detergents Limited (KSDL), the state-run manufacturer of the iconic Mysore Sandal Soap, has announced record-breaking sales figures for May 2025. The company achieved a turnover of Rs 181.86 crore, significantly exceeding its target of Rs 151.82 crore and marking the highest monthly turnover in the company’s 108-year history. This represents a remarkable 120% achievement against the target and a 15% year-on-year growth.
The achievement is particularly noteworthy given the controversy that surrounded the appointment of actress Tamannaah Bhatia as the brand ambassador just two weeks prior. The decision sparked significant debate, with critics questioning the choice of a non-Kannada speaking actress to represent a state-owned enterprise. Concerns were raised about the potential disregard for local talent.
However, Karnataka’s Minister for Commerce & Industries, MB Patil, defended the government’s decision, highlighting it as a strategic move to broaden Mysore Sandal Soaps’ market reach beyond Karnataka. He emphasised that while the soap enjoys strong brand recognition within the state, the appointment of Ms. Bhatia aims to aggressively expand into new markets. Minister Patil further substantiated his viewpoint by stating that the decision followed extensive discussions with marketing experts.
The May 2025 sales figures seem to lend credence to this strategy. The strong performance is attributed to robust sales across different regions, with Andhra Pradesh and Telangana leading the way with Rs 85 crore in sales, followed by Karnataka and other states contributing ₹100 crore. Exports also contributed Rs 1.81 crore to the overall turnover, with KSDL aiming to increase its annual export revenue to Rs 150 crore.
The company’s average monthly sales typically range between ₹135 crore and ₹140 crore, making May 2025’s performance exceptionally significant. Minister Patil also stated KSDL’s ambitious vision to increase annual revenue to ₹5,000 crore by 2028. The remarkable success of May 2025 serves as a strong indicator of the potential for achieving this ambitious target.
