Shah Rukh Khan, Ajay Devgn and Tiger Shroff Reply to FDA Over Vimal Elaichi Advertisement as Tukaram Mundhe Confirms Hearings Complete
Top Bollywood stars Shah Rukh Khan, Ajay Devgn, and Tiger Shroff have sent written replies to the Maharashtra Food and Drug Administration regarding their commercial appearances in promotional campaigns for Vimal Elaichi. State authorities issued legal notices questioning whether the cardamom brand promotions serve as a backdoor channel to market prohibited gutka and tobacco products across the state.
Food and Drug Administration Commissioner Tukaram Mundhe confirmed the development, revealing that all three actors have delivered their official responses. He noted that two of the performers requested personal hearings before regulatory authorities to put forward their side of the matter. Those formal hearings have now concluded, allowing state regulators to move ahead toward a final decision on legal liabilities.
The controversy centers on what Indian food safety regulators call surrogate advertising. Maharashtra has a total ban on the manufacture, storage, distribution, and retail sale of gutka, pan masala, and flavored tobacco products due to clear health hazards. Officials argue that marketing harmless mouth fresheners or elaichi under an identical brand name, logo, packaging style, and theme creates direct recall for the banned tobacco line.
Under Indian consumer protection and food safety laws, celebrities can no longer avoid responsibility by claiming they only read from a script. The Food Safety and Standards Act states that anyone endorsing a consumable product must carry out proper due diligence beforehand. The law also permits authorities to impose penalties reaching up to ten lakh rupees on individuals who take part in releasing misleading advertisements to the general public.
The investigation required the movie stars to submit several documentary records. Officials demanded copies of their commercial contracts, payment statements, internal marketing briefs, and proof showing the actors took proper steps to ensure the promotion did not violate state laws. The notices specifically asked why punitive steps should not be taken against them for promoting a brand linked with banned chewable tobacco products.
Regulatory bodies across the country have faced increasing public pressure over celebrity brand endorsements. Health advocates, doctors, and consumer groups point out that millions of young fans copy the habits, dialogues, and gestures shown by leading movie stars. When top actors appear together on television screens waving pouches and uttering catchy taglines, ordinary buyers often associate the promotional campaign directly with tobacco items sold at local street kiosks.
The regulatory agency has not publicly identified which two actors requested personal hearings through their legal teams. Officials confirmed that regulatory staff listened to the arguments submitted by the representatives and recorded the official statements on paper. Legal teams for the celebrities commonly argue that the artists signed agreements strictly for green cardamom seeds, an item that is entirely legal to sell across Indian markets.
State officials are now examining the written submissions and hearing records before announcing formal orders. The outcome of the case is expected to establish an important benchmark for future celebrity endorsements in India, testing whether major film personalities will face direct financial penalties and legal liability for backing brands that produce prohibited tobacco products.