Tukaram Mundhe, the Commissioner of Maharashtra Food and Drug Administration (FDA), has questioned celebrities and public figures who endorse paan masala and gutkha products, asking them to apply the same standards to themselves and their kin that they promote to the general public.

Speaking at an event organised recently by NDTV, Mundhe challenged celebrities to consume the products they advertise before encouraging others to do so. He asserted, “If you are advertising paan or gutka, then you should consume it first. Let your children consume it and make it a habit. Then tell everyone else to do it. Why should it work the other way around?”

Maharashtra FDA Commissioner Tukaram Mundhe

His remarks came days after the state food regulatory body issued notices to Bollywood icons Shah Rukh Khan, Ajay Devgn and Tiger Shroff over their appearance in an advertisement for Vimal Elaichi.

FDA Chief questions double standards

The FDA chief went on to say that people should not adhere to one set of principles in their personal lives and another when acting in a professional capacity. He said the people who publicly suggest that a product is good should also be prepared to apply the same standard to themselves.

Mundhe remarked, “I hate to be a sycophant. Anybody. I hate sycophancy. Double standards, multiple standards, multiple faces, I don't like them.” His comments reflected the FDA’s stance that celebrities and other prominent public figures may have responsibilities beyond simply featuring in an advertisement, particularly when the products being promoted raise concerns under food-safety and advertising regulations.

“Responsibility not confined to manufacturers”: Mundhe

During the interaction, he also rejected the argument that actors are merely the faces of advertising campaigns and that responsibility rests solely with paan masala and gutkha manufacturers.

Addressing the claim that an actor is simply a commercial professional and therefore bears no responsibility for the product being advertised, Mundhe said, “That is not the case.”

He contended that endorsements involve more than lending one image to a brand. According to him, public figures should understand what they are asking consumers to purchase, consume or believe.

Furthermore, he linked the issue to legal obligations, saying that laws governing food and drugs do not permit misleading claims.

Actors served show-cause notices

The Maharashtra FDA on August 11, 2026, issued show-cause notices to the three actors under the Food Safety and Standards Act, 2006, and related provisions. The actors were provided a time period of 15 days from receiving the notices to submit written explanations.

The food safety regulator warned that failure to respond, or an unsatisfactory response from them, could result in further action under applicable law.

In the notices, the FDA said Vimal was ‘prominently associated with Pan Masala in the market’ and noted that pan masala products are prohibited in Maharashtra. The FDA has alleged that the Vimal Elaichi campaign could amount to surrogate or indirect promotion of prohibited pan masala or tobacco-related products.

Later, at a press conference, Mundhe said that all the three actors had responded to the show-cause notices.