Ajay Devgn has filed a case in the Bombay High Court against the FDA’s notice on Vimal Elaichi’s ads
Bollywood actor Ajay Devgn. Photo: Special Arrangemnets
Actor Ajay Devgn has moved the Bombay High Court against the Maharashtra Food and Drug Administration’s notice regarding his appearance in Vimal Elaichi ads.
The FDA said on Friday (Oct 30, 2026) that its proceedings against the three actors had ended and that the matter would be brought before the Joint Commissioner for review. 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 claimed that their advertisements for Vimal Elaichi were promoting Vimal Pan Masala. The ministry has linked the brand to the sale of gutkha and pan masala, products not permitted by the state.
FDA Commissioner Tukaram Mundhe told the media at a press conference on Friday (October 30, 2026) that the proceedings have been concluded and that the appointed officer is recommending the judgment to the Joint Commissioner. He said the joint commissioner is the authority to adjudicate the case.
Mr Mundhe said the trial could take place next week. The ministry will continue hearings before the joint commissioner, he said.
Mr. Devgn’s petition states that the FDA sent the notice to him as the actor and not to the company that manufactures the product. The petition also challenges the validity of the provisions of the regulations on food safety under the Constitution. Mr. Devgn argued that he should be dropped from the proceedings as he is no longer associated with the brand.
On 14 September, the Delhi High Court refused to hear a plea challenging the show cause notices issued to the three actors by the Maharashtra FDA. The court dismissed the plea of PB Agro LLP, a licensee to manufacture and sell tobacco-free elaichi and pan masala under the Vimal brand. The Delhi High Court observed that Maharashtra courts were the forum for such a challenge. Mr. Devgn then approached the Bombay High Court.
Chief Justice Mahesh Chandra Tripathi and Justice Advait Sethna may hear the petition on November 4.
Published – 31 Oct 2026 09:11 IST