Ajay Devgn moves Bombay High Court, challenges FDA's notice on Elaichi ad

NewsentertainmenthindibollywoodAjay Devgn moves Bombay High Court, challenges FDA's notice sent to him, Shah Rukh Khan, Tiger Shroff over Elaichi ad, plea to be heard on November 4 Ajay Devgn moves Bombay High Court, challenges FDA's notice sent to him, Shah Rukh Khan, Tiger Shroff over Elaichi ad, plea to be heard on November 4 TOI Entertainment Desk / etimes.in / Oct 31, 2026, 19:17 IST Actor Ajay Devgn has approached the Bombay High Court challenging the show-cause notice issued to him by the Maharashtra Food and Drug Administration (FDA) over his endorsement of Vimal Elaichi in a television advertisement.According to PTI, Devgn has argued in his petition that the notice was wrongly directed at him in his capacity as an actor instead of being issued to 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.The Maharashtra FDA had earlier issued notices to Ajay Devgn, Shah Rukh Khan and Tiger Shroff for featuring in advertisements for Vimal Elaichi, alleging that the campaigns indirectly promoted Vimal Pan Masala, a chewable product prohibited in the state.Explaining the grounds for its action, the FDA stated in its notice: “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 notices were delivered at different addresses. Devgn was served at his Juhu residence, while Shah Rukh Khan received his notice at Mannat in Bandra. In Tiger Shroff's case, the notice was sent through his production company, Tiger Shroff Productions LLP.The notices triggered considerable controversy, although none of the three actors has publicly commented on the matter so far.The FDA has invoked Section 24 of the Food Safety and Standards (FSS) Act, 2006, which prohibits misleading or deceptive advertisements concerning food products.

The action also forms part of the regulator's broader drive to address food safety violations across Maharashtra.As part of this exercise, the FDA has been conducting checks against food and milk adulteration, monitoring the sale of unhealthy food near schools and cracking down on banned gutka and tobacco-based pan masala.

The department has also intensified inspections and seizures in recent months, taking action against establishments and individuals found violating food safety regulations. Get the latest Bollywood & Entertainment News, and more.

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