JAIPUR, March 8 — A district consumer disputes redressal forum in Jaipur has issued notices to Bollywood actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff over their endorsement of Vimal Pan Masala. The chairman of JB Industries, the manufacturer of Vimal Gutkha, has also been summoned.
The forum has asked all four to appear on March 19 in response to a complaint alleging that the advertisement is misleading. The ad claims that “each grain” of the pan masala contains saffron, using the tagline: “Dane dane mein hai kesar ka dum” (Each grain has the strength of saffron).
Petitioner Yogendra Singh Badiyal, a Jaipur resident, alleged that the claim is deceptive, arguing that saffron costs around ₹4 lakh per kg, while a pan masala pouch with tobacco is sold for ₹5. “In such a situation, forget about adding saffron; even its fragrance cannot be included,” the complaint stated, as cited by The Times of India.
Badiyal further alleged that the manufacturer is profiting in crores by misleading consumers into buying the combo of pan masala and tobacco, which he claimed could lead to serious health risks.
“The actors are spreading false propaganda by promoting the presence of saffron in every grain,” the complaint stated.
Consumer forum chairperson Gyarsilal Meena and member Hemlata Agarwal issued the order after hearing the petition. The case will be taken up for further proceedings on March 19.
