Snapdeal would not extend its contract with Aamir Khan as brand ambassador of the online retailer, the Economic Times reported, citing two persons with knowledge of the development.
"It was extendable by a year but the company decided against it," the publication quoted one of the persons as saying.
However, Snapdeal has declined to either confirm or deny the media reports that it has decided to terminate the agreement with Khan to endorse the e-commerce company.
"We will not be commenting on this," a spokesperson for the Delhi-based online marketplace told International Business Times on Friday.
The e-commerce company had earlier distanced itself from Khan's comments made last November at a media interaction in New Delhi where he expressed "alarm" and "despondency" over rising intolerance in India over the past few months.
Khan's comments created a furore, prompting the portal to distance itself from his comments.
"Snapdeal is neither connected nor plays a role in comments made by Aamir Khan in his personal capacity," the e-commerce company had then said.
If the latest media reports turn out to be true, it will be the second big endorsement deal that Khan will be losing after the "Incredible India" campaign of the union tourism ministry. The ministry replaced him with Bollywood veteran Amitabh Bachchan and "Quantico" actress Priyanka Chopra.