Maharashtra Food and Drug Administration (FDA) Commissioner Tukaram Mundhe has issued show-cause notices to Bollywood actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff over their appearance in a 2024 Vimal Elaichi advertisement.
According to the FDA, the advertisement allegedly amounts to indirect promotion of Vimal Pan Masala, which regulators say is banned under applicable food-safety restrictions. The actors have submitted their responses to the notices, while two of them also sought personal hearings. The hearings were recently completed.
The FDA is now examining the actors’ responses, advertising contracts and other related documents. The regulator has also sought an assurance that such promotional activities will not continue.
Commissioner Tukaram Mundhe has stressed that celebrity endorsers should also be accountable for the products and advertisements they promote. The action comes as authorities continue broader efforts to address food-safety concerns and public-health risks associated with unhealthy dietary products.
The matter remains under regulatory review, with the FDA expected to take further action after examining the available records and responses.
