Maharashtra FDA probes Vimal Elaichi ads as possible surrogate promotion for pan masala
Maharashtra FDA has issued notices to Vimal Elaichi endorsers Ajay Devgn, Shah Rukh Khan and Tiger Shroff while examining whether the campaign indirectly promotes banned Vimal pan masala. The probe cites misleading-advertising provisions, with penalties of up to ₹10 lakh possible.
What happened
Maharashtra FDA issued notices to Vimal Elaichi endorsers Ajay Devgn, Shah Rukh Khan and Tiger Shroff, investigating whether the elaichi campaign indirectly
Key facts
- Up to ₹10 lakh penalty under Section 53 of the Food Safety and Standards Act, 2006
- One-year Maharashtra ban order issued on 13 July 2026
- Maharashtra has restricted tobacco/nicotine gutkha and pan masala since 2012
Why this matters
Treat pan-masala-adjacent brands, celebrity endorsements and shared trademarks as elevated diligence risks in Maharashtra until the Vimal surrogate-advertising probe is resolved.