26 Aug 2026 (Navroze Bureau) : Maharashtra Food and Drug Administration (FDA) Commissioner Tukaram Mundhe has clarified that the show-cause notices issued to Bollywood stars Shah Rukh Khan, Ajay Devgn and Tiger Shroff were not intended to target celebrities.
The notices were issued over their appearance in a Vimal Elaichi advertisement, which the FDA alleges could amount to surrogate promotion of a tobacco-related product. Mundhe said the action was based on the responsibility of endorsers and not on the actors’ celebrity status.
Mundhe Says It Is About Responsibility
Mundhe said the FDA’s action was not directed specifically at Shah Rukh Khan or Ajay Devgn.
According to him, celebrities who endorse products have a responsibility to understand what they are promoting and whether the advertisement complies with applicable regulations.
The FDA chief has maintained that being a well-known public figure does not exempt anyone from regulatory scrutiny.
Notice Over Vimal Elaichi Advertisement
The Maharashtra FDA sent notices to Shah Rukh Khan, Ajay Devgn and Tiger Shroff over their participation in the Vimal Elaichi campaign.
The regulator has questioned whether the advertisement indirectly promotes pan masala or tobacco products, which are subject to restrictions under food-safety regulations in Maharashtra.
The actors were asked to explain their position within the stipulated period.
‘It’s Their Responsibility’
Mundhe’s central argument is that brand endorsers cannot simply distance themselves from the products they promote.
He has said that celebrities should verify the nature of a product and the claims made in advertisements before agreeing to endorse them.
The FDA’s position is that responsibility extends beyond the company making or selling a product to those who publicly promote it.
Possible Fine of Up to Rs 10 Lakh
The matter could have financial consequences if the actors’ responses are found unsatisfactory.
Mundhe has previously warned that the celebrities could face a fine of up to Rs 10 lakh if the FDA determines that their involvement violated relevant provisions.
The notices themselves do not establish that the actors have committed an offence; the regulatory process is still underway.
Actors Yet to Respond
As of the latest reports, Shah Rukh Khan, Ajay Devgn and Tiger Shroff had not yet submitted their responses to the Maharashtra FDA notices.
Mundhe said the agency would examine their explanations before deciding what further action, if any, should be taken.
Broader FDA Crackdown
The action against the actors comes amid a wider enforcement campaign led by Mundhe’s department.
The Maharashtra FDA has been conducting raids and inspections of restaurants, hotels and food establishments while taking action against alleged food-safety violations.
The campaign has made Mundhe a prominent figure in discussions around stricter food-safety enforcement.
Celebrity Endorsements Under Scrutiny
The case has also renewed debate over the responsibility of celebrities who endorse consumer products.
While advertising contracts typically involve brands and agencies, regulators can examine whether public endorsements contribute to misleading promotions or violations of applicable laws.
The FDA’s action could therefore have implications beyond the three actors involved in the Vimal Elaichi advertisement.
What Happens Next?
The three actors’ responses will be important in determining the next stage of the case.
The Maharashtra FDA is expected to assess the explanations, the advertisement’s content and the applicable legal provisions before deciding whether penalties or further proceedings are warranted.
For now, Mundhe has stressed that the action is about regulatory responsibility, not targeting individual celebrities.