Bollywood actor Ajay Devgn. Photo: Special Arrangemnets
Actor Ajay Devgn has moved the Bombay High Court against a show-cause notice from the Maharashtra Food and Drug Administration over his appearance in Vimal Elaichi advertisements
The FDA said on Friday (October 30, 2026) that its proceedings against three actors had ended and that the matter would go before the Joint Commissioner for adjudication. The High Court may hear Mr. Devgn’s petition on November 4.
The FDA issued show-cause notices to Mr. Devgn, Shah Rukh Khan and Tiger Shroff in August. The department alleged that their advertisements for Vimal Elaichi promoted Vimal Pan Masala. The department linked the brand to the sale of gutkha and pan masala, products the State does not allow.
FDA Commissioner Tukaram Mundhe told the media at a press conference on Friday (October 30, 2026) that the proceedings had been closed and that the Designated Officer was proposing adjudication before the Joint Commissioner. He said the Joint Commissioner was the authority to adjudicate the case.
Mr. Mundhe said the adjudication proceedings may be heard by next week. The department would continue its proceedings before the Joint Commissioner, he said.
Mr. Devgn’s petition, states that the FDA served the notice on him as an actor and not on the company that manufactures the product. The petition also challenges the validity under the Constitution of provisions of the Food Safety Regulations. Mr. Devgn has contended that he should be excused from the proceedings as he is no longer associated with the brand.
On September 14, the Delhi High Court refused to entertain a plea against the show-cause notices issued by the Maharashtra FDA to the three actors. The court dismissed a plea by PB Agro LLP, a licensee for the manufacture and sale of elaichi and pan masala not containing tobacco under the Vimal brand. The Delhi High Court observed that courts in Maharashtra were the forum for such a challenge. Mr. Devgn then approached the Bombay High Court.
A division bench of Chief Justice Mahesh Chandra Tripathi and Justice Advait Sethna may hear the petition on November 4.
Published – October 31, 2026 09:11 am IST
