Story perspectives

Maharashtra FDA Orders Bollywood Stars to Stop Vimal Elaichi Ads

By Drooid · Sep 15, 2026, 4:08 AM UTC · How we work

Summary

Story summary

Shah Rukh Khan, Ajay Devgn and Tiger Shroff were ordered to stop endorsing Vimal Elaichi.
The Maharashtra FDA notice dated August 11, 2026 demanded proof product is not a surrogate for banned Vimal Pan Masala.
Delhi’s Justice Swarana Kanta Sharma ruled the court lacked jurisdiction and sent the case to Maharashtra courts.
PB Agro LLP argued the notice targeted only the actors, not the company, causing financial loss.

History

Historical Context

Legal battles over gutka began when Maharashtra banned the product in 2004 and the Supreme Court later ruled that only the central government could prohibit it, prompting bans in 24 states by 2013. With over 25 % of Indians using tobacco, Maharashtra’s FDA now demands proof from celebrity endorsers Shah Rukh Khan, Ajay Devgn and Tiger Shroff that Vimal Elaichi ads do not conceal the prohibited product.

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Story summary

Shah Rukh Khan, Ajay Devgn and Tiger Shroff were ordered to stop endorsing Vimal Elaichi.
The Maharashtra FDA notice dated August 11, 2026 demanded proof product is not a surrogate for banned Vimal Pan Masala.
Delhi’s Justice Swarana Kanta Sharma ruled the court lacked jurisdiction and sent the case to Maharashtra courts.
PB Agro LLP argued the notice targeted only the actors, not the company, causing financial loss.

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