Maharashtra FDA Presses Ahead With Legal Action Against Ajay Devgn Over Brand Endorsement

Maharashtra Food and Drug Administration proceedings will move forward against Bollywood actor Ajay Devgn regarding his endorsement of Vimal Elaichi, even though the actor approached the Bombay High Court.

Official Stance

Maharashtra FDA Commissioner Tukaram Mundhe stated that the department has already started adjudicating proceedings and will follow the law, regardless of the High Court petition.

Investigation Details

An investigation by the Assistant Commissioner is finished, and the authority concluded that legal violations happened. The case now goes to the Joint Commissioner for formal adjudication, and proceedings will continue unless the court orders the department to stop.

Notices And Sections

The controversy involves show-cause notices sent to Ajay Devgn, Shah Rukh Khan, and Tiger Shroff for promoting Vimal Elaichi. The regulator worries these flavored cardamom ads act as surrogate promotion for Vimal Pan Masala and gutkha, items whose manufacture, storage, distribution, and sale are banned under state food safety rules. The notices came under Sections 24 and 53 of the Food Safety and Standards Act, 2006, covering misleading ads and penalties.

Court Challenge

Devgn called the FDA action arbitrary in his High Court plea. His petition argues that the manufacturing company, not the brand ambassadors, should face enforcement liability, and notes his contract was only for cardamom products and has already ended. A division bench of Chief Justice Mahesh C. Tripathi and Justice Advait Sethna will hear the matter on November 4.

Context

Celebrity endorsements of surrogate products remain a major focus for food safety regulators in India who target brand identities shared with banned items like pan masala and gutkha. Courts routinely examine the legal liability of brand ambassadors compared to manufacturing companies when statutory advertising violations are alleged.