Archive · 8 Sep 2026
Vimal Elaichi Makers Challenge Maharashtra FDA Notices To Three Actors
PB Agro makes and promotes Vimal Elaichi, a cardamom-based mouth freshener.
Three actors—Shah Rukh Khan, Ajay Devgn and Tiger Shroff—appear in its advertisements.
Maharashtra’s food regulator says the advertisements may secretly promote Vimal Pan Masala.
Pan masala containing tobacco is prohibited in Maharashtra, according to the reports.
The regulator asked the actors to prove that Vimal Elaichi is a separate product.
It also asked them to stop the advertisements and remove them from online platforms.
PB Agro says the notices were wrongly sent only to the actors and that the regulator had no authority to issue the directions.
The company also says Vimal Pan Masala has not been made or sold in Maharashtra since 2001.
The Delhi High Court is deciding whether it has the power to hear the challenge, while the Union government says the case belongs in the Bombay High Court.
PB Agro has asked the Delhi High Court to quash Maharashtra FDA notices issued to Shah Rukh Khan, Ajay Devgn and Tiger Shroff.
The FDA alleges that Vimal Elaichi advertisements indirectly promote Vimal Pan Masala, which is banned in Maharashtra.
The actors were asked to provide documents, stop endorsing the advertisements and remove related digital content.
PB Agro says the notices were sent only to the actors, not the company, and that the FDA lacked jurisdiction.
The Delhi High Court reserved its order on jurisdiction; the Union government says the Bombay High Court should hear the case.
- Who
- PB Agro, Shah Rukh Khan, Ajay Devgn, Tiger Shroff, the Maharashtra Food and Drug Administration, and the Central Consumer Protection Authority are involved.
- What
- PB Agro is challenging show-cause notices alleging that Vimal Elaichi advertisements amount to surrogate promotion of Vimal Pan Masala.
- When
- The notices were issued on August 11; the Delhi High Court reserved its jurisdiction order on Monday. One report identifies the notices as dated August 11, 2026.
- Where
- The challenge was filed in the Delhi High Court; the Union government argues that the Bombay High Court should hear it.
- Why
- PB Agro seeks to quash the notices, arguing that the Maharashtra FDA lacked jurisdiction and that the surrogate-advertising allegations are baseless.
PB Agro and the advertising campaign
Maharashtra FDA and government authorities
Court jurisdiction
PB Agro and the advertising campaign
PB Agro argues that the Maharashtra FDA lacked jurisdiction to direct the actors to stop or withdraw the advertisements.
Maharashtra FDA and government authorities
The Union government and Central Consumer Protection Authority argue that the petition should have been filed before the Bombay High Court because the notice was issued by a Maharashtra authority.
Surrogate advertising allegation
PB Agro and the advertising campaign
PB Agro calls the allegation baseless, saying Vimal Pan Masala has not been manufactured or sold in Maharashtra since 2001 and that the company’s campaign complies with applicable laws.
Maharashtra FDA and government authorities
The Maharashtra FDA alleges that Vimal Elaichi advertisements amount to indirect promotion of Vimal Pan Masala, a product banned in Maharashtra.
Recipients of the notices
PB Agro and the advertising campaign
PB Agro says the notices were issued only to the three actors, not to the company, even though the company would suffer harm and was not given an opportunity to be heard.
Maharashtra FDA and government authorities
The FDA directed the actors to provide product documents, halt their participation in the campaign and remove promotional material; the Union government said the CCPA had no objection to the FDA issuing its notice.
- Petitioner
- PB Agro, the maker or parent company of Vimal Elaichi
- Actors named in notices
- Shah Rukh Khan, Ajay Devgn and Tiger Shroff
- Regulator
- Maharashtra Food and Drug Administration
- FDA demands
- Documents proving Vimal Elaichi is distinct from banned pan masala products, an end to the campaign, and removal of related digital material
- PB Agro’s claim
- Vimal Pan Masala has not been manufactured or sold in Maharashtra since 2001
- Court status
- The Delhi High Court reserved its order on whether it has territorial jurisdiction
- Related proceedings
- The Central Consumer Protection Authority is examining similar allegations and has not issued adverse directions against the campaign, according to PB Agro
