Archive · 30 Sep 2026
Maharashtra FDA Advances Vimal Elaichi Ad Case After Actor Hearings
The Maharashtra FDA is examining an advertisement for Vimal Elaichi.
The advertisement features Shah Rukh Khan, Ajay Devgn and Tiger Shroff.
The FDA believes it may indirectly promote Vimal Pan Masala.
Pan Masala is prohibited in Maharashtra, according to the report.
The FDA sent notices to all three actors on August 11.
All three actors replied, and two attended hearings.
Those hearings finished on September 28.
The FDA now plans to decide what to do next.
No final punishment has been announced.
Maharashtra FDA Commissioner Tukaram Mundhe said the department will proceed further in the Vimal Elaichi advertisement matter.
Notices were issued to Shah Rukh Khan, Ajay Devgn and Tiger Shroff on August 11.
All three actors submitted responses, while two requested and completed personal hearings on September 28.
The FDA alleged the advertisement amounted to surrogate promotion for Vimal Pan Masala, which is prohibited in Maharashtra.
The Delhi High Court dismissed a related challenge on territorial-jurisdiction grounds; no penalty or final decision has been announced.
- Who
- The Maharashtra Food and Drug Administration, Commissioner Tukaram Mundhe, and actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff.
- What
- The FDA is examining the actors’ involvement in a Vimal Elaichi advertisement and will decide its next steps.
- When
- Notices were issued on August 11, 2026; hearings for two actors concluded on September 28, 2026; the commissioner spoke on September 29.
- Where
- The FDA proceedings are in Maharashtra, while a related challenge was heard by the Delhi High Court.
- Why
- The FDA alleged that the advertisement amounted to surrogate advertising for Vimal Pan Masala, a product prohibited in Maharashtra.
Maharashtra FDA
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Nature of the advertisement
Maharashtra FDA
The FDA alleged that the Vimal Elaichi advertisement amounted to surrogate advertising for Vimal Pan Masala, which is prohibited in Maharashtra, and sought information about the actors’ roles, contracts and due diligence.
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PB Agro LLP, the master licensee associated with Vimal Elaichi, challenged the FDA notices in the Delhi High Court; the court dismissed the petition on territorial-jurisdiction grounds without deciding the merits of the allegations.
Responsibility of endorsers
Maharashtra FDA
Commissioner Tukaram Mundhe said celebrities endorsing products have a responsibility to conduct due diligence regarding the products and advertisements they associate with.
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The actors submitted responses to the notices; the report does not state their detailed defenses or positions on the FDA’s allegations.
- Regulator
- Maharashtra Food and Drug Administration
- Commissioner
- Tukaram Mundhe
- Actors notified
- Shah Rukh Khan, Ajay Devgn and Tiger Shroff
- Notice date
- August 11, 2026
- Hearings
- Two actors requested personal hearings, completed on September 28, 2026
- FDA allegation
- The Vimal Elaichi advertisement amounted to surrogate advertising for Vimal Pan Masala
- Current status
- The FDA has announced no final decision or penalty