31 October,2026 08:35 AM IST | Mumbai | Abhitash Singh
(Left to right) Bollywood actors Ajay Devgn, Shahrukh Khan, and Tiger Shroff. PIC/X/PIC/X/@IndianTechGuide
The Maharashtra Food and Drug Administration (FDA) is set to initiate adjudication proceedings against Bollywood actors Ajay Devgn, Shah Rukh Khan, and Tiger Shroff over their appearance in an advertisement for Vimal Elaichi (in 2024), with the process expected to begin within a week, FDA Commissioner Tukaram Munde said on Friday.
The FDA has alleged that advertisements for Vimal Elaichi serve as a surrogate (indirect) promotion for Vimal Pan Masala, a banned product in Maharashtra.
While the department has proceeded with the hearing stage, one of the actors has sought legal relief. Mundhe confirmed that actor Ajay Devgn has approached the Bombay High Court challenging the notice. However, the FDA chief made it clear that the pending court petition would not deter the department from pursuing its course of action. "That is fine, but we are proceeding with our action," Mundhe said, indicating that the FDA does not intend to put the process on hold.
The adjudication proceedings before the joint commissioner will mark the next formal stage of the case, where the actors' submissions and the department's findings are expected to be examined. Officials said the outcome will depend on the proceedings that follow.
The FDA Commissioner said that notices were issued to the three actors over the advertisement, which the FDA took up for scrutiny. On August 11, 2026, show-cause notices were issued to the three actors regarding their participation in the 2024 Vimal Elaichi advertising campaign. The actors then submitted responses to the FDA, which was taken up for scrutiny.
Mundhe said all three actors had submitted their responses to the notices and sought additional time for hearings, which was granted by the FDA Assistant Commissioner, the competent authority to conduct the proceedings. The Assistant Commissioner has since completed the hearings and concluded the proceedings at that level and the officer will file adjudication proceedings before the joint commissioner by next week at the latest and the proceedings will then begin.
