Delhi High Court Rejects Plea By Vimal Elaichi Maker Over FDA Notices To Actors

The Delhi High Court has dismissed a petition filed by PB Agro LLP, the maker of Vimal Elaichi, which challenged show-cause notices issued by the Maharashtra Food and Drug Administration to brand ambassadors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff over alleged misrepresentation in advertisements. Justice Swarana Kanta Sharma ruled that the petition could not be heard in the Delhi High Court because of a lack of territorial jurisdiction. The court stated that courts in Maharashtra serve as the proper and convenient forum for the company to raise its concerns about the regulatory notices. PB Agro LLP had approached the court after the Maharashtra FDA issued notices to the film actors regarding ads for Vimal Elaichi, which the regulator claimed acted as a surrogate promotion for banned Vimal Pan Masala products in Maharashtra. The notices directed the actors to submit documents proving that Vimal Elaichi is a distinct product from the banned items and demanded the removal of related promotional material from digital platforms. PB Agro argued that the August 11 notice was sent directly to the actors rather than the company, even though the firm would be affected by any action, and claimed it was not given a chance to present its case beforehand. However, the court rejected the case purely on the ground of territorial jurisdiction.