The Maharashtra Food and Drug Administration (FDA) has issued notices to Bollywood actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff over their appearance in an advertisement for a chewing elaichi brand, alleging that the promotion may violate provisions of the Food Safety and Standards Act, 2006, and its amended rules.
As per ANI, the notices were issued on Friday, August 14, with the actors asked to explain their roles in the advertisement and their association with the brand. According to the FDA, the advertisement may amount to indirect promotion of a brand associated with pan masala.
The latest action comes as the Maharashtra FDA, under commissioner Tukaram Mundhe, intensifies its crackdown on counterfeit food products.
Why Maharashtra FDA issued notices to Bollywood actors
According to the FDA, the advertisement creates an association with a brand that is primarily linked to pan masala.
The regulator has also referred to a Maharashtra government order prohibiting the manufacture, storage, transportation, distribution and sale of the product in the state for one year from the date specified in the order issued on July 13, 2026.
The three actors have now been asked to clarify their involvement in the advertisement and their association with the brand.
Shah Rukh Khan, Ajay Devgn and Tiger Shroff receive FDA notices
The notices were sent to Ajay Devgn at his residence in Juhu and to Shah Rukh Khan at Mannat in Bandra.
Tiger Shroff received the notice through his production house, Tiger Shroff Productions LLP.
The FDA's action puts the celebrity endorsements under regulatory scrutiny at a time when authorities in Maharashtra are stepping up checks on products linked to gutka, tobacco and pan masala.
Maharashtra FDA steps up action against banned gutka
The notices are part of a wider enforcement campaign by the Maharashtra FDA.
The department has been conducting inspections and seizures across the state over several food safety concerns. These include adulterated milk, food served at restaurants, junk food sold in and around schools, and the manufacture and sale of banned gutka and tobacco-containing pan masala.
The regulator's latest action also brings renewed attention to the long-running controversy surrounding celebrity endorsements of chewing elaichi brands that are associated with pan masala companies.
Akshay Kumar apologised over same brand advertisement
The same chewing elaichi brand had previously triggered controversy involving Bollywood actor Akshay Kumar.
In 2022, Kumar apologised publicly after facing heavy criticism for appearing in an advertisement for the brand alongside Shah Rukh Khan and Ajay Devgn.
At the time, Kumar said in a social media statement, “I would like to apologise to you, all my fans and well-wishers. Your reaction over the past few days has deeply affected me.”
He also announced that he would step away from the endorsement.
“With all humility, I step back. I have decided to contribute the entire endorsement fee towards a worthy cause. The brand might continue airing the ads till the legal duration of the contract that is binding upon me, but I promise to be extremely mindful in making my future choices. In return I shall forever continue to ask for your love and wishes,” Kumar added.
Inputs from ANI
