Delhi Court Dismisses Vimal Elaichi's Plea Against FDA Notices to Bollywood Stars

Sep 14, 2026

70 min

Sep 14, 2026 17:31

Vimal Elaichi case: Why Delhi court rejected plea over SRK, Ajay Devgn, Tiger Shroff

## Court Decision

The Delhi High Court has dismissed a plea by Vimal Elaichi's producers to annul notices from the Maharashtra Food and Drug Administration (FDA) directed at Bollywood stars Shah Rukh Khan, Ajay Devgn, and Tiger Shroff. The court ruled that it lacks jurisdiction over the matter, suggesting that Maharashtra courts are the appropriate venue for this case.

## Background of the Case

PB Agro LLP, the company behind Vimal Elaichi, filed the petition arguing that their advertising campaigns, featuring prominent actors, comply with legal standards. They challenged the FDA's notice issued on August 11, which targeted the actors rather than the company itself.

## Allegations by the FDA

The Maharashtra FDA claims that Vimal Elaichi's advertisements serve as surrogate promotions for Vimal Pan Masala, a product banned in the state. The FDA questions whether the cardamom product is being marketed independently or as a cover for promoting tobacco-related products.

## Requirements for the Actors

The FDA has instructed the actors to provide evidence that Vimal Elaichi is distinct from the banned pan masala products. They must cease participation in the ads, remove promotional content from their platforms, and submit their endorsement agreements and campaign details.

## Next Steps

The Delhi High Court's decision does not address the validity of the FDA's allegations. Instead, it directs the company to pursue the matter in Maharashtra, where the regulatory dispute can be properly addressed.

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