Maharashtra FDA warns stars could face fines over elaichi ad
Maharashtra FDA chief Tukaram Mundhe says Shah Rukh Khan, Ajay Devgn and Tiger Shroff could be fined up to Rs 10 lakh for responses to show-cause notices on a chewing elaichi ad. The notices flag possible violations of food safety norms, with further action possible under the FSSAI Act if responses
Key takeaways
- The Maharashtra FDA threatens up to Rs 10 lakh in fines for three actors if their responses to show-cause notices on an elaichi advertisement are unsatisfactory.
- Notices allege potential violations of food safety norms and scrutinize indirect promotion of a pan masala-associated brand.
- Deliveries occurred at Shah Rukh Khan's Mannat, Ajay Devgn's Juhu residence, and Tiger Shroff's production company address.
- The enforcement is part of a wider crackdown on pan masala and gutka products containing tobacco or nicotine, with a state ban in effect since July 13, 2026.
What Happened
The Maharashtra Food and Drug Administration (FDA) Commissioner Tukaram Mundhe stated that Bollywood actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff could face a financial penalty of up to Rs 10 lakh if their responses to show-cause notices about a chewing elaichi advertisement are found unsatisfactory. The notices were issued after regulators flagged the advertisement as potentially violating food safety norms. Mundhe indicated that if the actors’ replies are not satisfactory, additional action could be taken under applicable food safety laws and the FSSAI Act’s clauses concerning prohibited items.
The notices—dated around August 14, 2026—were delivered to the three actors to explain their roles in the ad and their association with the brand. The FDA described the ad as possibly amounting to indirect promotion of a brand mainly linked with pan masala. The locations mentioned for delivery included Shah Rukh Khan’s residence at Mannat in Bandra, Ajay Devgn’s residence in Juhu, and Tiger Shroff’s production house, Tiger Shroff Productions LLP.
The action forms part of a broader Maharashtra FDA enforcement push against gutka and pan masala products containing tobacco or nicotine, including a state ban that had been in effect for one year starting July 13, 2026. The campaign has also encompassed inspections and seizures related to adulterated milk, restaurant violations, junk food sold near schools, and the sale of banned gutka and tobacco-laced pan masala products.
Why It Matters
The case highlights heightened regulatory scrutiny over advertisements that regulators view as surrogate or misleading in the food safety domain. By potentially imposing fines and pursuing legal action under the FSSAI Act, the Maharashtra FDA signals a stricter enforcement posture toward endorsements and indirect promotions tied to products considered unhealthy or regulated. The development occurs within a broader crackdown on tainted or restricted food items and advertising practices in the state, and could set precedents for how celebrity endorsements are treated under food safety law.
Background
The FDA’s actions come amid a wider drive in Maharashtra against pan masala and gutka products that contain tobacco or nicotine. The state government previously issued an order banning the manufacture, storage, transportation, distribution, and sale of such products for one year starting July 13, 2026. The crackdown includes checks on marketing practices and compliance with food safety norms, as well as enforcement actions against related adulteration and regulatory violations in different segments of the food sector.
Key Facts
- Maharashtra FDA Commissioner: Tukaram Mundhe
- Targeted individuals: Shah Rukh Khan, Ajay Devgn, Tiger Shroff
- Possible penalty: up to Rs 10 lakh if responses to show-cause notices are unsatisfactory
- Notices issued for consideration of possible violations of food safety norms in a chewing elaichi advertisement
- Notices delivered to Shah Rukh Khan (Mannat, Bandra), Ajay Devgn (Juhu residence), Tiger Shroff (Tiger Shroff Productions LLP)
- Context: broader crackdown on pan masala and gutka in Maharashtra
- One-year state ban on manufacture, storage, transport, distribution, and sale of tobacco- or nicotine-containing pan masala, effective from July 13, 2026
What Happens Next
The officials indicated that if the actors’ responses remain unsatisfactory, further action will be taken under food safety laws, including the FSSAI Act provisions related to prohibited items. The timing and nature of any additional steps will depend on the evaluated responses and ongoing regulatory assessments.
Sources reviewed
Project Chintan independently synthesized and analyzed information cross-checked across the sources listed above.
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