FDA Commissioner Tukaram Mundhe Issues Notices to Bollywood Stars Over Vimal Elaichi Ads

The Vimal Elaichi Surrogate Advertising Controversy

In August 2026, the Maharashtra Food and Drug Administration (FDA) targeted three prominent Bollywood actors—Shah Rukh Khan, Ajay Devgn, and Tiger Shroff—over their promotion of Vimal Elaichi. The FDA's Greater Mumbai division issued show-cause notices on 11 August 2026, alleging that the advertisements constitute "surrogate advertising" for Vimal pan masala, a product banned in Maharashtra [2].

Surrogate advertising occurs when companies promote a legal product (like cardamom/elaichi) using the same branding as a banned product (like pan masala) to indirectly maintain brand visibility. The FDA required the actors to prove that the product they endorsed is entirely distinct from the prohibited pan masala and tobacco products [3].

Tukaram Mundhe's Stance on 'VIP Treatment'

FDA Commissioner tukaram mundhe has taken a strict line regarding celebrity endorsements. On 18 September 2026, he clarified that the law does not provide exemptions based on fame. According to Mundhe, the individuals involved are viewed as "advertisers" rather than "stars" in the eyes of the law [1].

Mundhe cited the Food Safety and Standards Regulations, 2018, emphasizing that endorsers have a legal responsibility to conduct due diligence before promoting a product. He rejected the argument that responsibility lies solely with the manufacturing company, stating that this is a matter of legal compliance, not just moral responsibility [2].

Legal Proceedings and Court Battles

The FDA provided a 15-day window for the actors to respond to the notices. While two of the three actors submitted their replies—claiming the company is responsible for the product—one actor failed to respond. Consequently, the FDA has initiated legal proceedings and prosecution against that specific individual [1].

Meanwhile, PB Agro LLP, the company behind Vimal Elaichi, approached the Delhi High Court on 13 September 2026 to quash the notices. The company argued that:

• Vimal pan masala has not been manufactured or sold in Maharashtra since 2001 [3].
• The FDA lacks the legal authority to stop the advertisement.
• The notices were sent only to the actors, denying the company a chance to be heard.

However, the legal battle shifted toward jurisdiction. The central government and CCPA argued that since the notices were issued by a Maharashtra state department, the challenge should have been filed in the Bombay High Court rather than the Delhi High Court [3].