Cinema VinesThe Maharashtra Food and Drug Administration (FDA) has taken a stern stance against three of Bollywood’s biggest stars, issuing show‑cause notices to Shah Rukh Khan, Ajay Devgn and Tiger Shroff over their appearance in a Vimal Elaichi commercial. The advertisement, which promotes a product that the FDA says is a tobacco substitute, is alleged to be a form of indirect or surrogate promotion of banned pan‑masala and tobacco items.
Commissioner Tukaram Mundhe addressed the matter at a ‘Meet the Press’ event hosted by the Mumbai Press Club. He confirmed that the FDA has been monitoring all media platforms—newspapers, television and social media—for violations, and that the agency is prepared to act against any food business operator that fails to meet prescribed standards, regardless of the consumer demographic.
When asked why the three actors had not yet responded to the notices, Mundhe said the regulator had not received any reply. He also highlighted that the FDA’s actions are grounded in the Food Safety and Standards Regulations, particularly the rules on misleading claims and surrogate advertising that came into force on July 1, 2019.
Mundhe noted that the state has had a prohibitory order against gutkha, pan‑masala and related tobacco products since 2012. He explained that the Vimal Elaichi ad is under scrutiny as a potential surrogate advertisement, especially after the company was previously found selling gutkha. The commissioner stressed that any representation implying an untrue claim is prohibited, and that violators will receive notices and may face further action, including the use of organised‑crime law provisions.
In a broader enforcement push, the FDA inspected 86 establishments across Maharashtra on August 13 that sell and deliver food through online platforms. The inspection resulted in 60 improvement notices and a temporary shutdown of one facility, underscoring the agency’s commitment to food safety and regulatory compliance.
