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.
What happened
Karnataka government-owned Mysore Sandal Soap, with Rs 2,000+ crore FY2026 turnover, faces relevance challenges against new-age beauty brands. Despite signing
Key facts
- Rs 2,000+ crore FY2026 turnover
- Rs 500+ crore profit
- 12.5% profit growth
- 48,496 metric tonnes production 2025-26
- 80% sales from south India
- Rs 40-60 standard bar
- Rs 90-150 premium variants
Why this matters
Mysore Sandal's 109-year-old IP and Rs 2,000 Cr trajectory make it a credible licensing or JV target for a national FMCG seeking a sandalwood/Ayurveda anchor, especially if Karnataka government opens to private distribution partnerships.