Maharashtra Food and Drug Administration (FDA) Commissioner Tukaram Munde has launched a scathing regulatory crackdown on Bollywood superstars Shah Rukh Khan, Ajay Devgn, and Tiger Shroff, explicitly labeling them "lawbreakers" for their participation in Vimal Elaichi (cardamom) advertisements. Speaking directly on the controversy, Munde stated that while the public may view them as megastars, the FDA treats them simply as advertisers who must comply with state laws. On August 11, the FDA’s Greater Mumbai Division issued show-cause notices to the three actors, accusing them of engaging in surrogate advertising to indirectly promote Vimal Pan Masala—a product that is strictly banned across Maharashtra.

Two Actors Respond, Legal Action Initiated Against the Third

Providing a critical update on the regulatory proceedings, Munde revealed that two of the three celebrities filed their official responses within the stipulated 15-day window, while one actor completely ignored the notice. In response to the non-compliance, the FDA has officially initiated prosecution and legal action against the unresponsive actor. The two actors who did reply attempted to deflect accountability, arguing that the primary legal responsibility for the advertisement rests solely with the manufacturing company.

Munde firmly rejected this defense, citing the Food Safety and Standards Regulations of 2018. He emphasized that under the Food Safety Act, celebrity endorsers and brand ambassadors bear a binding legal and moral duty to conduct thorough due diligence before promoting any product to the masses, making it legally invalid to claim zero responsibility for the items they endorse.

Delhi High Court Dismisses PB Agro LLP's Plea to Protect Actors

In a parallel legal development, PB Agro LLP, the master license holder for Vimal Elaichi, approached the Delhi High Court seeking to quash the FDA notices issued against the three actors. However, on September 14, the Delhi High Court categorically dismissed the company's petition. The court ruled that since the regulatory notices were officially issued by the FDA in Mumbai, the matter falls completely outside its territorial jurisdiction. The court directed the company to approach the appropriate judicial forums within Maharashtra. The FDA’s unwavering stance marks a significant milestone in curbing the prevalent surrogate marketing tactics utilized by pan masala and gutka brands through A-list celebrities.