Maharashtra FDA Closes Proceedings Against Shah Rukh Khan, Ajay Devgn and Tiger Shroff Over Vimal Elaichi Ads

The Maharashtra Food and Drug Administration (FDA) has concluded its proceedings against Bollywood actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff over their endorsement of Vimal Elaichi advertisements, paving the way for the cases to move to the adjudication stage.

FDA Commissioner Tukaram Mundhe said on Friday that all three actors had responded to the show-cause notices issued by the department and were given an opportunity to present their explanations. However, one of them has also challenged the proceedings before the Bombay High Court.

“In response to the notices we issued, all three actors had sought time for a hearing, which we gave them,” Mundhe told reporters during a press conference.

The FDA issued show-cause notices to the three actors in August, alleging that advertisements promoting Vimal Elaichi amounted to surrogate advertising for Vimal Pan Masala, which is prohibited in Maharashtra.

“Now the proceedings have been closed, and the Designated Officer is proposing adjudication before the Joint Commissioner, who is the competent authority to adjudicate the case,” Mundhe said.

When asked which actor had approached the High Court, the commissioner identified Ajay Devgn.

Ajay Devgn Challenges FDA Notice

Devgn has reportedly argued that he should be exempted from the proceedings because he is no longer associated with the Vimal brand.

He has challenged the FDA’s show-cause notice before the Bombay High Court, questioning both the action taken against him and the constitutional validity of the relevant provisions of the Food Safety Regulations.

The actor has reportedly contended that the notice was arbitrarily issued to him rather than being directed at the manufacturing company.

The Bombay High Court is expected to hear his petition on November 4, while the FDA’s adjudication proceedings are likely to take place by next week, according to Mundhe.

Earlier Challenge Rejected by Delhi High Court

The legal dispute follows an earlier attempt to challenge the FDA notices before the Delhi High Court.

On September 14, the Delhi High Court declined to entertain a petition filed by PB Agro LLP, the master licensee responsible for the manufacture and sale of elaichi and pan masala products without tobacco under the Vimal brand.

The court observed that Maharashtra courts were the more appropriate and convenient forum for addressing the dispute.

Following the dismissal of the petition, Devgn approached the Bombay High Court to challenge the notice issued against him.

With the FDA now closing its initial proceedings and referring the matter for adjudication, the next stage will determine the regulatory consequences of the alleged surrogate advertising involving the three Bollywood actors.