What’s Brewing? Bollywood Stars Under FDA Scrutiny for Vimal Elaichi Ads!

The FDA is investigating Bollywood actors Tiger Shroff and Ajay Devgn for their promotional work with Vimal Elaichi, with Shah Rukh Khan's response still pending. The inquiry focuses on allegations of surrogate marketing, raising concerns about compliance with advertising regulations. The FDA, led by IAS officer Tukaram Mundhe, is committed to enhancing food safety standards in Maharashtra, prompting significant changes among local food vendors. The Federation of Western India Cine Employees has also highlighted food safety issues on film sets, urging action to protect workers. Stay tuned for updates on this developing story!

By Narendra Chaudhary Sep 3, 2026, 19:56 IST

Bollywood Actors Face FDA Inquiry Over Vimal Elaichi Promotions

Mumbai: The Food and Drug Administration (FDA) has received feedback from Bollywood stars Tiger Shroff and Ajay Devgn regarding their involvement in promoting Vimal Elaichi. The agency is still awaiting a response from the iconic Shah Rukh Khan.

An investigation is currently in progress concerning the advertisement for Vimal Elaichi, which is accused of misleading consumers by promoting one product under the guise of another through surrogate marketing.

The FDA has issued formal notices to actors Tiger Shroff, Ajay Devgn, and Shah Rukh Khan, requesting their explanations regarding potential breaches of the Advertising and Claims Regulations, 2018.

The agency is analyzing the responses from the three actors to determine if the advertisement claims align with the established regulations. Further actions will be decided once the investigation concludes.

Under the guidance of IAS officer Tukaram Mundhe, the FDA has been working diligently to restore public confidence in the food safety system. The agency has been conducting rigorous inspections to uphold the highest food safety standards across the state.

In response to the FDA's actions, food vendors in Maharashtra have significantly altered their food preparation and storage practices to avoid penalties, which could include fines or even the permanent closure of their establishments due to safety violations.

Previously, the Federation of Western India Cine Employees (FWICE) raised concerns about food safety on film and series sets with the FDA. They have called for action against unsafe practices in the entertainment sector to protect the well-being of workers.