Mahindra Group Chairman Anand Mahindra is known for being active on social media. He always makes his presence felt on 'X' (formerly Twitter) by posting something or the other. His fans are eagerly waiting for his tweets and why not, his tweets are quite unique. Recently he tweeted about a soap which brought back old memories of many people.

He has refreshed his old memories by praising Mysore Sandal Soap. He shared a video about this product on the social media platform and praised its unique charm. Anand Mahindra wrote, "Watching this clip brought back old memories. Glad that this brand still exists and is thriving. I am considering buying it again and feeling the fragrance of tradition." Mahindra also shared a video of the Mysore Sandal Soap Factory, which shows the process of making soap.

History and identity of Mysore Sandal Soap

Mysore Sandal Soap, known for its fragrance and special shape, is the flagship product of Karnataka Soaps and Detergents Limited (KSDL). The brand roped in former Indian cricket team captain MS Dhoni as its brand ambassador in 2006.

For the past 40 years, this soap has been available in the market with its red and green packaging and oval shape. Its tagline “The only soap with 100% pure sandalwood oil” is quite popular among consumers.

Expansion plans

The company is now planning to strengthen its network across India. According to a report by the New Indian Express, KSDL will add 480 new distributors across the country by 2025. Currently, this soap is mainly available in South Indian states, but the company is aiming to take it to Jammu and Kashmir, Nagaland, Gujarat, Punjab and other states. 81% of the company's sales come from South Indian states. Among these, Andhra Pradesh is the largest market, followed by Tamil Nadu and Karnataka. KSDL is planning to launch its brand with a new logo and tagline soon. However, consumers like this product due to its cultural heritage and traditional identity.

Turnover and products
In March 2024, KSDL recorded a turnover of ₹1,500 crore, the highest in the last 40 years. Apart from soaps, the company also manufactures cleaners, incense sticks and other products. But Mysore Sandal Soap still remains the most favorite product of the customers.

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