BENGALURU: Karnataka Soaps and Detergents Limited (KSDL), famous globally for its iconic Mysore Sandal Soap, is set to expand its presence across India in 2025. The company plans to appoint around 480 new distributors, extending its reach to several new regions, including Jammu and Kashmir, Nagaland, Gujarat, Punjab, and other states beyond its stronghold in southern India.
Although Mysore Sandal Soap has traditionally been popular in southern states, KSDL is broadening its market to increase national penetration. Currently, the southern states contribute approximately 81% of KSDL’s sales. Interestingly, Karnataka, where the brand originates, is not the largest consumer of the soap. Andhra Pradesh leads in demand, followed by Tamil Nadu and Karnataka. This regional preference is attributed to the brand’s long-standing marketing focus and cultural affinity in the south.
In addition to its market expansion, the brand is undergoing a significant branding refresh. The iconic oval-shaped soap, known for its distinctive red and green cardboard packaging and the tagline “The only soap with 100% pure sandalwood oil,” will introduce a new logo and tagline next year, marking a shift after maintaining the same design for over 40 years.
Dr. Prashanth PKM, Managing Director of KSDL, revealed that the company’s most popular product remains the Mysore Sandal Soap, though KSDL also offers a range of items, including multipurpose cleaners and incense sticks. To expand its audience, KSDL plans to collaborate with e-commerce platforms in 2025, enabling consumers across the nation to purchase their products online.
The company also plans to modernize its retail approach, expanding its presence in prominent mall chains and metro stations across metropolitan cities, including Hyderabad and Delhi. Until now, this modern retail strategy was limited to Bengaluru, but it will now be implemented more widely.
KSDL’s impressive growth trajectory includes a record turnover of Rs 1,500 crore in March 2024, the highest in four decades. This success is attributed to the diversification of its product portfolio and the enhancement of its marketing strategies.
