Over the past two years, the state-owned company has been focusing on expanding its global market.
| Photo Credit: Special arrangement
The State-owned and century-old public sector enterprise Karnataka Soaps and Detergents Limited (KSDL), which is known for its iconic Mysore Sandal Soap, has taken up an innovative method to promote its products by becoming the “fragrance partner” and co-sponsor for Hombale Films’ Kantara – Chapter 1, starring Rishab Shetty.
Announcing this on Friday (September 26, 2025), Large and Medium Industries Minister M.B. Patil said an agreement has now been signed between the State-owned enterprise and the film team, under which the KSDL’s products will be promoted at every screening of the movie.
The minister said the Kannada film industry is popularly known as “Sandalwood”, just as KSDL is famous for its sandal soap and sandalwood oil.
Kantara– Chapter 1 is set to be released in October in seven languages – Kannada, Telugu, Hindi, Tamil, Malayalam, English and Spanish. It will be released on 7,000 screens across India and more than 6,500 screens in 30 countries.
Over the past two years, the state-owned company has been focusing on expanding its global market. It has given thrust to exports while emphasising on packaging, branding, promotion and quality. As part of such efforts, noted actress Tamannaah Bhatia was appointed brand ambassador a few months ago for a two-year term.
KSDL Chairman Appaji Nadagouda said Mysore Sandal Soap, with over a century of legacy, is a trusted brand with global demand. Through cinema, one of the most popular mediums, the enterprise will be able to reach people on an even larger scale, he noted.
Published – September 26, 2025 02:29 pm IST
