Vimal ‘Elaichi’ Ad Row: Maharashtra FDA Chief Tukaram Mundhe Calls It Surrogate Gutka Promotion, Notices to Shah Rukh Khan, Ajay Devgn, Tiger Shroff

The Maharashtra Food and Drug Administration (FDA) has issued show-cause notices to Bollywood actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff regarding their participation in advertisements for 'Vimal Elaichi'. Authorities suspect the commercial serves as a surrogate advertisement for banned tobacco products under the guise of mouth fresheners. Maharashtra FDA Commissioner Tukaram Mundhe stated that Vimal manufactures and sells gutkha, noting that its advertisement claiming to promote 'Elaichi' appears to be surrogate promotion of an item strictly prohibited in the state.

The regulatory agency has granted the three actors a 15-day period to submit a detailed written explanation explaining why legal action should not be initiated against them. In addition to responding to the notice, the actors have been directed to immediately stop endorsing the campaign and remove related promotional posts from their social media platforms. Shah Rukh Khan, Ajay Devgn, and Tiger Shroff Under Maharashtra FDA Scanner Over Vimal Elaichi Advertisement.

The regulator has invoked Section 24 of the Food Safety and Standards (FSS) Act, 2006, which regulates deceptive and misleading food advertisements. Under Section 53 of the same Act, individuals who are party to the publication of misleading food advertisements face penalties of up to ₹10 lakh. The notices also reference provisions under the Consumer Protection Act, 2019, which allow for endorser penalties up to ₹50 lakh and potential temporary bans on commercial endorsements.

As part of the inquiry, the FDA has asked the actors to submit documentation demonstrating whether Vimal Elaichi is genuinely an independent, stand-alone product sold in the market or a brand-extension tactic designed to promote prohibited tobacco items. The agency has also requested full details of their endorsement contracts, financial terms, and pre-campaign due diligence. Shah Rukh Khan, Ajay Devgn, Tiger Shroff Receive FDA Notices over Pan Masala-linked Brand Ad.

Tukaram Mundhe Flags Vimal Elaichi Commercial as Surrogate Ad

VIDEO | PTI Exclusive: "Vimal manufactures and sells gutka; its advertisement claiming to be for 'Elaichi' appears to be surrogate promotion of a prohibited item in the state", says Maharashtra FDA Commissioner Tukaram Mundhe on notices issued to Bollywood actors Shah Rukh Khan,… pic.twitter.com/suO8uNfBO0

— Press Trust of India (@PTI_News) August 17, 2026

Maharashtra has maintained a ban on the manufacture, storage, distribution, and sale of gutkha and pan masala containing tobacco or nicotine since 2012, with the order renewed annually under the FSS Act. Under Commissioner Mundhe, the state regulator has intensified its enforcement, marking this action as a significant step in scrutinizing celebrity endorsements associated with surrogate advertising.

(The above story first appeared on LatestLY on Aug 17, 2026 07:59 PM IST. For more news and updates on politics, world, sports, entertainment and lifestyle, log on to our website latestly.com).