Mumbai: Actor Ajay Devgn has approached the Bombay High Court, challenging a show-cause notice issued by the Maharashtra Food and Drug Administration (FDA) over his endorsement of Vimal Elaichi.
According to PTI, Devgn has argued in his petition that the notice unfairly singles him out in his capacity as an actor instead of being directed at the manufacturing company.
A division bench comprising Chief Justice Mahesh Chandra Tripathi and Justice Advait Sethna is expected to hear the matter on November 4.
Devgn, Shah Rukh Khan and Tiger Shroff were among the actors served notices by the FDA over allegations that their Vimal Elaichi advertisements indirectly promoted Vimal Pan Masala, which is banned in Maharashtra.
“Upon examination of the said advertisement, it prima facie appears that the advertisement promotes the Vimal brand, which is mainly associated with Pan Masala, a product prohibited for manufacture, storage, transportation, distribution, and sale in the State of Maharashtra for a period of one year, with effect from the date specified in the Prohibition Order dated the 13th July, 2026, issued by the Commissioner of Food Safety, Maharashtra State, under Section 30(2)(a) of the FSS Act, 2006,” the notice stated.
The notices were delivered at different locations. Devgn received his at his Juhu residence, while Shah Rukh Khan was served at his Bandra home, Mannat.
Tiger Shroff, meanwhile, received the communication through his production company, Tiger Shroff Productions LLP.
The controversy surrounding the notices drew considerable attention, but none of the three actors publicly commented on the matter.
The FDA has invoked Section 24 of the Food Safety and Standards Act, 2006, which prohibits misleading or deceptive advertisements for food products.
The action is part of the Maharashtra FDA’s broader crackdown on food safety violations, including food and milk adulteration, the sale of unhealthy food near schools, and the distribution of banned gutka and tobacco-based pan masala.
The regulator has also stepped up inspections, seizures and enforcement measures against violators in recent months.