The District Consumer Disputes Redressal Commission, Jaipur II, has issued notices to Bollywood actors Shahrukh Khan, Ajay Devgn, and Tiger Shroff, along with the manufacturers of Vimal Pan Masala, J B Industries, regarding an allegedly deceptive advertisement for the product.
The commission, led by Chairman Gyarsilal Meena and member Hemlata Agarwal, has directed them to appear before the panel on March 19.
The notice was issued in response to a complaint filed by Jaipur-based advocate Yogendra Singh Badiyal, 68, who is actively involved in social awareness initiatives and campaigns against harmful practices. According to Badiyal, the advertisement falsely promotes the presence of saffron in Vimal Pan Masala, misleading consumers. He pointed out that saffron costs around ₹4 lakh per kilogram in the market, whereas the product itself is priced at just ₹5, making it implausible that saffron is genuinely included.
The complaint has been filed under the Consumer Protection Act, 2019, specifically under Section 35, which deals with grievances regarding goods and services, and Section 89, which penalizes misleading advertisements that harm consumer interests. As per the law, violators could face up to two years of imprisonment and a fine of up to ₹10 lakh.
Badiyal’s petition highlights that the product tagline, “Daane daane mein hai kesar ka dum” (every grain has the strength of saffron), has contributed to massive sales, despite the fact that the product is harmful to health and linked to serious diseases such as cancer. He further alleges that both the company and the endorsing celebrities are aware of the health risks but continue to promote it through misleading advertisements.
Seeking legal action, Badiyal has urged for an immediate halt to these misleading advertisements and accountability for the actors involved in endorsing the product.
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