Mysore Sandal's Rs 2,000 Cr Heritage Bet Wobbles as Gen Z Skips the Soap Aisle
Karnataka's 109-year-old Mysore Sandal Soap is projecting Rs 2,000+ crore FY26 turnover and Rs 500+ crore profit, but experts warn its Tamannaah Bhatia signing and skincare push can't offset patchy distribution, PSU inertia, and 80% South India concentration as new-age D2C brands court younger buyers.
Karnataka government-owned Mysore Sandal Soap, with Rs 2,000+ crore FY2026 turnover, faces relevance challenges against new-age beauty brands. Despite signing Tamannaah Bhatia and expanding into skincare and premium variants, experts cite patchy distribution, PSU-style decision-making, and weak appeal to younger consumers.