The Maharashtra Food and Drug Administration (FDA) has issued show-cause notices to Bollywood actors Ajay Devgn, Shah Rukh Khan, and Tiger Shroff over their endorsement of ‘Vimal Elaichi’.
The FDA has alleges that the advertisement amounts to indirect promotion of ‘Vimal Pan Masala’, which is banned in Maharashtra.
The notices were sent to their respective addresses this week. Ajay Devgn received his notice at his Juhu residence, while Shah Rukh Khan was served at ‘Mannat’ in Bandra. Tiger Shroff received the notice through his production company, Tiger Shroff Productions LLP.
The FDA has asked all three to clarify their roles in the advertisement and respond to the allegations.
What does the notice say?
The FDA’s notice said the presentation of the advertisement, its dialogues, the product name and the wider market context raised concerns over whether the campaign amounted to indirect promotion of a banned tobacco product.
According to the notice, the advertisement “prima facie” promotes the ‘Vimal’ brand, which the FDA said is primarily associated with pan masala.
The notice further stated that the Maharashtra government has banned the manufacture, storage, transportation and sale of pan masala for one year from July 13, 2026, under Section 30(2)(a) of the Food Safety and Standards Act, 2006 (FSS Act).
Preparation of MCOCA on tobacco and gutkha network
In Maharashtra, tobacco and nicotine-containing gutkha and pan masala have been banned since 2012, which is renewed every year. Recently, on July 13, 2026, the duration of this ban has been extended again.
FDA Commissioner Tukaram Mundhe had instructed officials on June 12 to take strict action under ‘MCOCA’ (MCOCA – Maharashtra Control of Organised Crime Act) in collaboration with police in cases of organized gutkha and tobacco networks.
Goods worth ₹15 crore seized, 701 people arrested in 2 months
The campaign against banned gutkha and pan masala in Maharashtra has been intensified. FDA data from May 25 to July 31:
- Raids: Raids conducted at 658 locations.
- Seizure: Banned stock worth ?15.11 crore seized.
- Action: 519 FIRs registered and 701 accused arrested.
- Vehicles Seized: 78 vehicles (worth ?6.6 crore) used for transporting goods were seized.
Vimal Elaichi’s campaign has been in controversies before as well
Vimal Elaichi’s advertisements have faced legal and regulatory questions earlier too:
Notice in 2018: The Directorate General of Health Services had sent a notice to ‘Vishnu Pouch Packaging Private Limited’, the company promoting Vimal Elaichi, under the Cigarettes and Other Tobacco Products Act (COTPA, 2003).
Company’s Argument: The company told the court that it does not manufacture tobacco products under the ‘Vimal’ brand name in the domestic market.
High Court’s Decision in January 2024: The Delhi High Court upheld the trial court’s order that allowed the company to advertise non-tobacco products. The court had stated that as long as there is no constitutional or legal ban on a product, trading in tobacco-free paan masala is the company’s fundamental right.
