Ajay Devgn Moves Bombay High Court to Challenge Maharashtra FDA Notice over Vimal Elaichi Ads

Actor Ajay Devgn has filed a petition in the Bombay High Court to challenge a show-cause notice issued by the Maharashtra Food and Drug Administration (FDA) regarding his involvement in advertisements for 'Vimal Elaichi'.

Background of the Dispute

In August, the Maharashtra FDA issued notices to Ajay Devgn, Shah Rukh Khan, and Tiger Shroff. The department alleged that these advertisements for 'Vimal Elaichi' served to promote 'Vimal Pan Masala' indirectly. The FDA linked these endorsements to the promotion of products such as gutkha and pan masala, which are prohibited in the state. The department claims the advertisements may mislead consumers regarding the brand identity of restricted goods.

Status of Legal Proceedings

• FDA Proceedings: On October 30, 2026, FDA Commissioner Tukaram Mundhe confirmed that department-level proceedings against the actors have concluded. The matter has been referred to the Joint Commissioner for formal adjudication, which is expected to proceed next week.
• Devgn's Petition: Mr. Devgn’s legal challenge, set for a potential hearing on November 4 by a division bench including Chief Justice Mahesh Chandra Tripathi and Justice Advait Sethna, rests on several arguments:
• The notice was served to him as an individual actor rather than the manufacturing company.
• He is no longer associated with the brand.
• The petition questions the constitutional validity of specific Food Safety Regulation provisions.

Contextual Developments

This legal action follows an earlier attempt by PB Agro LLP, a licensee for the brand, to challenge the notices in the Delhi High Court. On September 14, the Delhi High Court dismissed the plea, noting that jurisdiction for such challenges lies within the courts of Maharashtra. Furthermore, the issue of celebrity endorsements of potentially harmful products has gained national attention following recent remarks from the President regarding the influence of artists on younger generations.

Verification of these details can be tracked through the official records of the Bombay High Court or via updates provided by the Maharashtra FDA.