NEW DELHI: Maharashtra Food and Drug Administration (FDA) commissioner Tukaram Mundhe has warned that Bollywood actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff could face a fine of up to Rs 10 lakh if their responses to notices over Vimal ad are found unsatisfactory.The FDA issued notices to the three actors on August 14, asking them to explain their role in the advertisement and their association with the brand, which the regulator said could amount to indirect promotion of a pan masala product. Speaking to ANI, Mundhe said the action was being taken under provisions of the Food Safety and Standards Act and stressed that surrogate or misleading advertisements were prohibited.“This invites a fine up to Rs 10 lakh in the first stage,” Mundhe said when asked about the possible action if the actors’ replies did not satisfy the regulator.“If we are still not satisfied, action will be taken under FSSAI Act’s clauses about prohibited items,” he said.Mundhe also defended the timing of the notices, saying the FDA had been observing and examining the matter before taking action.“We were observing and examining this. You can say that this comes a little later, but better late than never. We are working and there should indeed be some impact. There are regulations for all such surrogate, false and misleading ads…No surrogate and misleading ads can be made. There are restrictions on it and they are prohibited. Legal action can be taken,” he said.The notices were sent to Ajay Devgn at his residence in Juhu, Shah Rukh Khan at Mannat in Bandra and Tiger Shroff through his production house, Tiger Shroff Productions LLP.According to the FDA, the advertisement creates an association with a brand that is mainly linked with pan masala, raising concerns that it could constitute indirect promotion despite being presented as an advertisement for chewing elaichi.
Share your thoughts in the comments
Be respectful · TOI community guidelines
The regulatory action comes as the Maharashtra FDA intensifies its crackdown on gutka and pan masala products containing tobacco or nicotine. The department has also cited a Maharashtra government order issued on July 13, 2026, prohibiting the manufacture, storage, transportation, distribution and sale of the product in the state for one year from the date specified in the order.The FDA’s wider enforcement drive has included inspections and seizures linked to several food safety concerns, including adulterated milk, food served at restaurants, junk food sold in and around schools, and the manufacture and sale of banned gutka and tobacco-containing pan masala.