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Journalism of Courage
Anand Mahindra, chairman of the Mahindra Group, in a recent X post, praised Mysore Sandal Soap, a heritage brand produced by Karnataka Soaps and Detergents Limited (KSDL). The soap, famous for its use of pure sandalwood oil, has been a staple in Indian households since its inception in 1916.
KSDL, the state-owned enterprise behind the brand, produces approximately 10 to 12 lakh bars daily to meet the consistent demand from its dedicated customer base. MS Dhoni was once the brand ambassador of the soap brand.
Sharing a video that showcases the soap’s manufacturing process, Mahindra wrote, “Overwhelmed by nostalgia upon seeing this clip. Delighted to see that it survives—and thrives. Going to start buying it again and inhaling the fragrance of tradition.”
The video Mahindra shared was created by Bengaluru-based content creator Shiva Rai. On Instagram, this video has gotten over 23.8 million views. Mahindra’s post has already garnered over five lakh views on X. Responding to it, one user wrote, “Mysore sandal is one of the best soaps available without any chemicals that negatively affect your testosterone levels (xenoestrogens). Every Indian should give them a try!”
Another X user said, “It’s one of the best product available in the market, no one matches it till date. Definitely worth every penny spent on it.”
A third user responded saying, “It is iconic, vintage, Mysore Maharaja sent his scientist to UK to study soap technology and set up this factory, in 60s it was a soap used by families, economical with good fragrance, definitely this factory has to be preserved and its products should be sold pan India and globally.”
In March 2023, the arrest of Prashanth Madal, the son of former BJP MLA and former Karnataka Soaps and Detergents Ltd (KSDL) chairman Madal Virupakshappa, in an alleged cash-for-contracts case had turned the spotlight on the state-run company and the iconic soap brand.
