Bengaluru, Feb. 11 -- Karnataka's state-run soap maker is preparing a national push for its flagship product while reviving a political dispute over language and identity, as film actor Tamannaah Bhatia begins a two-year term as brand ambassador for Karnataka Soaps and Detergents Limited on Tuesday.

The appointment comes alongside a relaunch of the 108-year-old Mysore Sandal Soap brand and an expansion drive aimed at north Indian markets. The strategy, announced by the state minister for large and medium industries, MB Patil, centres on digital promotion, outreach to young people and export growth, with a target of raising annual turnover to Rs.5,000 crore by 2030.

Patil said the campaign was designed to widen the company's consumer bas...