31 October,2026 04:46 PM IST | Mumbai | mid-day online correspondent
Ajay Devgn. Pic via Instagram
Ajay Devgn, who earlier received a notice from the Maharashtra Food and Drug Administration (FDA) over the endorsement of Vimal Elaichi through its advertisement, has now reportedly moved the Bombay High Court. The actor has challenged the show-cause notice issued to him, questioning the same in the High Court.
As per PTI, Ajay Devgn, in his petition, argued that the notice was unfairly issued to him as an actor and not to the manufacturing company. A division bench consisting of Chief Justice Mahesh Chandra Tripathi and Justice Advait Sethna is expected to hear the matter on November 4.
For the inverse, the FDA had earlier issued notices to Ajay Devgn, along with Shah Rukh Khan and Tiger Shroff, who also appeared in the advertisement. The notices were served to the three actors at different locations. While Ajay Devgn received his notice at his residence in Juhu, Shah Rukh Khan was served the notice at his mansion Mannat in Bandra. Meanwhile, Tiger Shroff had received the notice through his production company, Tiger Shroff Productions LLP.
While the FDA notices sparked a massive controversy and debate, none of the actors issued any statement on the same.
The FDA, while issuing the notices to Ajay, Shah Rukh and Tiger, claimed that the Vimal Elaichi advertisements indirectly promoted Vimal Pan Masala, which is a chewable product 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 read.
The FDA had cited Section 24 of the Food Safety and Standards (FSS) Act, 2006, which prevents misleading or deceptive advertisements for food products.
FDA Commissioner Tukaram Mundhe had also weighed in on actors including Shah Rukh Khan, Ajay Devgn and Tiger Shroff endorsing pan masala following the notices, calling them 'violators of law.'
