Archive · 18 Sep 2026
Maharashtra FDA Calls Vimal Ad Actors Law Violators
Maharashtra’s food regulator is investigating three actors who appeared in a Vimal Elaichi advertisement.
The regulator says the advertisement promoted Vimal Pan Masala, a product prohibited in Maharashtra.
The actors were given notices and asked to explain their roles.
Two actors replied, but one did not, and proceedings have started in that case.
The actors who replied said the manufacturer should be responsible.
The regulator says people who advertise products also have legal duties to check what they endorse.
A company connected to Vimal Elaichi challenged the notices in Delhi, but the court said the case belonged in Maharashtra.
The regulator also asked another agency to examine unusually high prices for some hospital supplies.
Maharashtra FDA commissioner Tukaram Mundhe called Shah Rukh Khan, Ajay Devgn and Tiger Shroff advertisers and alleged law violators over a Vimal Elaichi advertisement.
The FDA issued show-cause notices on August 11, alleging the advertisement amounted to surrogate promotion of Vimal Pan Masala, which is prohibited in Maharashtra.
Two actors responded to the notices, while adjudication and prosecution proceedings began against one actor who did not respond; the FDA did not identify them.
The responding actors reportedly said responsibility rested with the manufacturer, while the FDA said advertising regulations require endorsers to conduct due diligence.
The Delhi High Court rejected PB Agro LLP’s challenge to the notices on territorial-jurisdiction grounds, while the FDA separately asked the NPPA to examine hospital-consumable markups of up to 2,800%.
- Who
- Maharashtra Food and Drug Administration commissioner Tukaram Mundhe, actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff, PB Agro LLP, and the National Pharmaceutical Pricing Authority.
- What
- The FDA issued notices over an alleged surrogate Vimal Pan Masala advertisement and began proceedings against one actor who did not respond; it also referred hospital-consumable markups to the NPPA.
- When
- The notices were issued on August 11, and the Delhi High Court dismissed PB Agro LLP’s petition on September 14. Mundhe discussed the matter in an NDTV interview on Thursday.
- Where
- The notices were issued by the Maharashtra FDA’s Greater Mumbai division, while the challenge was filed in the Delhi High Court.
- Why
- The FDA alleges that the advertisement promoted Vimal Pan Masala and says advertising regulations impose due-diligence responsibilities on endorsers.
FDA’s position
Actors’ and licensee’s position
Responsibility for the advertisement
FDA’s position
The FDA says advertising regulations place legal responsibilities on endorsers, including a duty to conduct due diligence about what they promote.
Actors’ and licensee’s position
The two actors who responded argued that responsibility lay with the manufacturer.
Nature of the product promotion
FDA’s position
The FDA alleges the Vimal Elaichi advertisement was surrogate promotion for Vimal Pan Masala, which is prohibited in Maharashtra.
Actors’ and licensee’s position
Ajay Devgn previously said he was endorsing elaichi rather than pan masala, while PB Agro LLP challenged the notices without its position on the allegation being stated in the reports.
Celebrity endorsements
FDA’s position
Mundhe says celebrity status does not protect the actors from regulatory action and views them as advertisers in this case.
Actors’ and licensee’s position
Shah Rukh Khan previously argued that products considered harmful should be banned rather than leaving actors responsible for lost endorsement income; Ajay Devgn similarly said products deemed wrong should not be sold.
Where the challenge should be heard
FDA’s position
The Delhi High Court said the notices issued by Maharashtra authorities should be challenged in Maharashtra.
Actors’ and licensee’s position
PB Agro LLP sought to quash the notices through a Delhi High Court petition, but the court dismissed it for lack of territorial jurisdiction.
- Regulator
- Maharashtra Food and Drug Administration commissioner Tukaram Mundhe
- Notice date
- August 11; recipients were given 15 days to respond
- Actors named
- Shah Rukh Khan, Ajay Devgn and Tiger Shroff
- FDA allegation
- The Vimal Elaichi advertisement amounted to surrogate promotion of Vimal Pan Masala, prohibited in Maharashtra
- Responses
- Two actors responded and one did not, but the FDA did not identify them
- Court ruling
- The Delhi High Court dismissed PB Agro LLP’s petition on September 14, finding Maharashtra the appropriate forum
- Hospital-consumable pricing
- Mundhe cited markups of 150% to 2,800%, including an intravenous set bought for Rs 11 with an MRP of Rs 325
