Mysore Sandal crosses Rs 2,000 cr but battles relevance gap with young India
The 109-year-old Karnataka government-owned heritage soap brand posted Rs 2,000+ crore FY26 turnover and Rs 500+ crore profit, with 12.5% profit growth and 80% sales concentrated in south India. Experts urge premiumisation beyond Rs 40-150 price bands and contemporary marketing past celebrity-led nostalgia plays.
Mysore Sandal Soap, the Karnataka government-owned heritage brand, posted Rs 2,000+ crore FY26 turnover but faces relevance challenges with younger consumers. Experts urge premiumisation, better distribution, and contemporary marketing beyond celebrity endorsements like Tamannaah Bhatia.