All three stars—Shah Rukh Khan, Ajay Devgn and Tiger Shroff—have replied to notices, with two attending personal hearings, prompting the regulator to decide next steps.
Maharashtra’s food regulator has signalled that the Vimal Elaichi controversy is moving beyond paperwork. Commissioner Tukaram Mundhe told reporters on Tuesday that the department has heard back from Shah Rukh Khan, Ajay Devgn and Tiger Shroff after issuing notices in August. Two of the actors asked for, and attended, personal hearings – the regulator did not disclose who.
The notices, sent on August 11, accused the three celebrities of lending their faces to an ad that the FDA says skirts the ban on Vimal Pan Masala, a smokeless tobacco product prohibited in the state. The regulator’s brief demanded contracts, remuneration details and any due‑diligence the stars performed before signing up.
And the actors complied, at least on paper. All three have now submitted the requested information, Mundhe confirmed. The two who appeared before the commission on September 28 have already been questioned, while the third submitted a written reply.
But the saga does not end with paperwork. The FDA said it will now decide what, if any, punitive step to take. No penalty has been announced yet, and the commission’s next move remains under wraps.
The case first landed in court when PB Agro LLP, the master licence holder for Vimal Elaichi, challenged the FDA’s notices. The Delhi High Court threw the petition out on September 14, citing lack of territorial jurisdiction, and did not examine the surrogate‑advertising claim. That dismissal left the regulator free to pursue its own inquiry.
So what does this mean for the three megastars? Legally, they are not guilty of anything until a court says so. Practically, the FDA’s warning is a reminder that celebrity endorsements are not just a marketing perk – they carry a duty of care. Mundhe has repeatedly warned that big names must vet the products they promote.
The ad in question featured the trio in a breezy, festive setting, each holding a packet of Vimal Elaichi. While the product itself is a flavored betel‑leaf preparation, the FDA argues that the visual cue nudges consumers toward the banned pan‑masala line.
Industry observers note that the timing is curious. The three actors are all gearing up for major releases this quarter – Khan with his upcoming action thriller, Devgn with a family drama, and Shroff with a high‑octane sequel. A fresh controversy could distract from promotional tours, especially with the festive season just around the corner.
For now, the FDA’s next step is the only unknown. It could issue a formal warning, levy a fine, or even demand the removal of the ad from all platforms. Until then, the three Bollywood heavyweights will likely keep a low profile on the issue, focusing on their film commitments.
The episode shows a growing trend: Indian regulators are tightening the leash on celebrity‑driven advertising, especially when it brushes the line of prohibited substances. As more stars sign on to brand deals, the scrutiny is set to intensify.
What to watch next
- A formal order from the Maharashtra FDA, expected within the next two weeks.
- Possible statements from the actors’ publicists clarifying their stance.
- Any further legal action from PB Agro LLP, should the regulator move forward.
The Vimal Elaichi case is a reminder that even the biggest names can find themselves in the crosshairs of state law. Whether it ends in a quiet settlement or a headline‑making fine, the outcome will likely shape how Bollywood endorses products in the months ahead.
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