Maharashtra Meals and Drug Administration (FDA) Commissioner Tukaram Mundhe on Tuesday mentioned {that a} nice of as much as ₹10 lakh, and even motion below the FSSAI Act’s clauses about prohibited gadgets, could be taken in opposition to Shah Rukh Khan, Ajay Devgn and Tiger Shroff if their responses to notices over the Vimal Elaichi commercials are unsatisfactory.
This comes simply days after the FDA issued show-cause notices to the Bollywood stars for his or her participation as model endorsers for Vimal, allegedly a tobacco product. The FDA had mentioned that the marketing campaign may very well be a surrogate or oblique promotion of prohibited pan masala/tobacco-related merchandise, HT reported earlier.
SRK, Devgn and Shroff have 15 days of time from the date of receipt of the notices to submit a written clarification. The discover, dated August 11, 2026, was issued below the Meals Security and Requirements Act, 2006, and associated rules.
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Mundhe mentioned that the FDA was observing and inspecting the paan masala model advert. “You possibly can say that this comes slightly later, however higher late than by no means. We’re working and there ought to certainly be some affect. There are rules for all such surrogate, false and deceptive adverts…No surrogate and deceptive adverts could be made. There are restrictions on it and they’re prohibited. Authorized motion could be taken,” he instructed information company ANI.
‘Positive or motion below FSSAI Act’
When requested what motion may very well be taken if the Bollywood stars’ response is discovered unsatisfactory, Mundhe mentioned that in that case, a nice of as much as ₹10 lakh is relevant within the first stage.
“If we’re nonetheless not happy, motion will probably be taken below FSSAI Act’s clauses about prohibited gadgets,” he added.
On Monday, Mundhe additionally reacted to the FDA’s motion in opposition to celebrities endorsing surrogate merchandise, saying everybody within the promoting chain was accountable.
He affirmed that FDA rules utilized to all, saying, “nobody is going to be spared.”
Mundhe mentioned that corporations ought to evaluation the merchandise they endorse and guarantee they adjust to FSSAI pointers and rules.
The FDA chief asserted that any illustration — bodily, digital, by way of social media, or different media — that states, implies, or suggests a declare that isn’t true is in opposition to the rules.
Notably, not one of the three Bollywood stars has issued an official assertion relating to the FDA notices.
Maharashtra FDA motion intensifies
The Maharashtra FDA’s crackdown on motels, quick-commerce services, eateries, and surrogate merchandise has intensified over the previous few months. FDA Commissioner Tukaram Mundhe has gained huge public highlight over the crackdown.
Services and warehouses linked to Zepto, Instamart, and Blinkit have had their licences suspended because of hygiene and storage points recognized by the FDA.
Quick-food chain retailers, together with KFC and Pizza Hut, have additionally been raided.
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On Tuesday, the FDA suspended the licences of six motels, eating places and different meals institutions in Mumbai, information company PTI reported.
In accordance with an official launch, the FDA issued enchancment notices to 6 of them and suspended six meals licences. “No licence was cancelled,” it added.
Otters Membership in Bandra is among the many institutions the place FDA inspectors discovered violations of meals security and hygiene.
Day by day Recent Bakers within the Dahisar space, Prince of Wales Restaurant in Khar West, Cafe Sifarish in Andheri West, Zepto Restricted from Chembur had been among the many main food-serving items that confronted FDA motion.
