Why has Maharashtra FDA issued notices to Shah Rukh Khan, Ajay Devgn and Tiger Shroff? | Explained

The FDA has issued notices to actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff, claiming that their brand endorsement of ‘Vimal Elaichi’ misleads consumers or indirectly promotes the brand identity of a prohibited product, which is Vimal Pan Masala

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Why has Maharashtra FDA issued notices to Shah Rukh Khan, Ajay Devgn and Tiger Shroff? | Explained

The FDA has issued notices to actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff, claiming that their brand endorsement of ‘Vimal Elaichi’ misleads consumers or indirectly promotes the brand identity of a prohibited product, which is Vimal Pan Masala

Updated – August 17, 2026 02:35 pm IST

Vinaya Deshpande Pandit

Shah Rukh Khan, Ajay Devgn and Tiger Shroff in a Vimal Elaichi advertisement. Photo: Instagram/@vimalelaichi.

What are the sections and the provisions for penalties? What are the provisions for responding? Will the actors have to appear in person to explain their stance to the FDA? After being in the news for a crackdown against establishments, why has Tukaram Mundhe now turned to celebrity endorsements? Vinaya Deshpande Pandit explains.

Maharashtra Food and Drug Administration has alleged that the three actors are likely involved in the surrogate promotion of prohibited products. Maharashtra has banned the manufacture, storage, transportation and distribution of Vimal Pan Masala as it is among the list of prohibited products containing tobacco or nicotine. It cause fatal illnesses like cancer.

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