30 October,2026 07:07 PM IST | Mumbai | Anushree Gaikwad
Vimal Elaichi ed row. File Pic
Actor Ajay Devgn has approached the Bombay High Court (HC), challenging the proceedings initiated by the Maharashtra Food and Drugs Administration (FDA) over his endorsement of Vimal Elaichi, which the department alleged was a surrogate promotion for Vimal Pan Masala.
The development was announced by Maharashtra FDA Commissioner Tukaram Mundhe during a press conference on Friday.
Earlier this year, the FDA issued show-cause notices to Devgn as well as actors Shah Rukh Khan and Tiger Shroff over their endorsements of Vimal Elaichi. The department alleged that the advertisements indirectly promoted Vimal Pan Masala through surrogate branding.
Mundhe said all three actors had submitted their responses to the notices and sought additional time for hearings, which was granted by the FDA Assistant Commissioner, the competent authority to conduct the proceedings. The Assistant Commissioner has since completed the hearings and concluded the proceedings at that level. The matters have now been referred to the Joint Commissioner for adjudication.
"One of the individuals, Ajay Devgn, has approached the High Court," Mundhe said.
The notices were delivered to Khan's residence, Mannat, in Bandra, Devgn's bungalow in Juhu and Tiger Shroff's production firm. The actors were asked to submit their explanations and remove the promotional material from their social media accounts and digital platforms within 15 days.
The FDA had invoked Sections 24 and 53 of the Food Safety and Standards Act, 2006, along with provisions of the Consumer Protection Act. The department alleged that the use of identical brand identities, dialogues and presentation styles in the advertisements could create deceptive brand recall for Vimal Pan Masala through the promotion of Vimal Elaichi.
