Ajay Devgn Moves Bombay HC Against Maharashtra FDA Notice in Vimal Elaichi Case
Bollywood actor Ajay Devgn has approached the Bombay High Court to challenge a show-cause notice served to him by the Maharashtra Food and Drug Administration (FDA) over his appearance in commercial campaigns for "Vimal Elaichi." In his writ petition, Devgn has contested the regulatory notice as arbitrary and procedurally flawed, arguing that statutory authorities should direct regulatory actions toward the manufacturing entity rather than penalizing celebrity endorsers. The matter is scheduled for an urgent hearing on November 4, 2026, before a division bench comprising Chief Justice Mahesh Chandra Tripathi and Justice Advait Sethna, marking an important legal showdown over celebrity accountability and commercial endorsements in the state.
Surrogate Advertising Under Scrutiny: Notices Issued to Devgn, Shah Rukh Khan, and Tiger Shroff
The state food safety regulator initiated administrative action on grounds that the prominent cardamom brand campaign functions as surrogate advertising to subtly promote pan masala, which remains banned across Maharashtra under public health statutes. The enforcement action extends beyond Devgn, with the FDA issuing similar show-cause notices to leading film stars Shah Rukh Khan and Tiger Shroff for participating in the brand's promotional broadcasts. According to food safety officials, deploying identical brand names, typography, and packaging aesthetics for cardamom constitutes an indirect channel to maintain consumer recall for restricted chewable tobacco and gutkha formulations, thereby violating prevailing promotional restrictions.
FDA Chief Tukaram Mundhe Affirms Violations as Legal Action Moves Forward
Affirming the department's firm enforcement stance, Maharashtra FDA Commissioner Tukaram Mundhe stated that comprehensive departmental investigations into the promotional appearances of Devgn, Khan, and Shroff have formally concluded, establishing verifiable violations of existing regulatory standards. Mundhe noted that the investigative findings will be submitted to the competent statutory authority next week to initiate appropriate penal measures. Emphasizing that regulatory scrutiny will not stall despite Devgn moving the judiciary, the department confirmed that administrative proceedings against the endorsers will continue unabated, setting the stage for a precedent-setting ruling on surrogate advertising frameworks and brand ambassador liability in India.
