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Entertainment Brief

Ajay Devgn Calls FDA Notice on Vimal Elaichi Ad a 'mere farce'

On October 31, 2026, Bollywood actor Ajay Devgn filed a petition in the Bombay High Court challenging a show-cause notice issued by the Maharashtra Food and Drug Administration (FDA) over his appearance in "Vimal Elaichi" advertisements. Devgn termed the FDA's action arbitrary, premeditated, and in abject violation of the principles of natural justice.

Nilakshi Barman | | 2 min read

Ajay Devgn Calls FDA Notice on Vimal Elaichi Ad a 'mere farce'
AI generated image | MinuteBrief Team

In This Story

In Brief

  1. Ajay Devgn approached the Bombay High Court challenging the Maharashtra FDA's show-cause notice regarding his endorsement of Vimal Elaichi.
  2. Devgn argued that the notice was "premeditated and predetermined," claiming the FDA formed conclusions before considering his explanation. He further asserted that notices should have been directed at the manufacturing company rather than endorsement actors.
  3. The Maharashtra FDA alleges that the Vimal Elaichi commercial serves as surrogate advertising for "Vimal Pan Masala," a product prohibited in the state.
  4. The petition is scheduled to be heard on November 4, 2026, by a division bench comprising Chief Justice Mahesh C. Tripathi and Justice Advait Sethna.

"Mere Farce and Empty Formality": Ajay Devgn Moves High Court Against FDA Action

Actor Ajay Devgn has mounted a major legal challenge against the Maharashtra Food and Drug Administration (FDA) in the Bombay High Court, describing a show-cause notice served to him over his endorsement of "Vimal Elaichi" as a "mere farce and an empty formality".

The controversy stems from notices issued by the state regulatory body on August 11, 2026, to actors Ajay Devgn, Shah Rukh Khan, and Tiger Shroff. The FDA alleged that advertisements for Vimal Elaichi (flavored cardamom) function as surrogate promotion for Vimal Pan Masala, a product banned from sale and distribution across Maharashtra.

Violation of Natural Justice and Premeditated Action

In his writ petition, Devgn contended that the regulatory body acted with a predetermined bias. He stated that the FDA had already reached a conclusion treating his endorsement of a permitted mouth freshener as an indirect promotion of banned pan masala before evaluating his formal response.

Terming the action "wholly arbitrary and mala fide," the petition argued that the procedure flagrantly violated principles of natural justice. Devgn highlighted procedural flaws, noting that the FDA failed to supply essential supporting materials needed to form a response and questioned why enforcement authorities targeted individual endorsement actors rather than seeking explanations from the manufacturing entity or brand owners first under standard food-advertising protocols. He also submitted that he is no longer associated with the brand campaign.

Regulatory Stance and Upcoming Bench Hearing

Addressing media representatives in Mumbai, FDA Commissioner Tukaram Mundhe confirmed that adjudication proceedings against the actors were advancing following hearings before the Assistant Commissioner. Mundhe clarified that while Devgn's decision to approach the court is his legal right, state regulatory actions against surrogate advertising violations will continue uninterrupted.

The high-profile matter is set for hearing on Wednesday, November 4, 2026, before a division bench of Chief Justice Mahesh C. Tripathi and Justice Advait Sethna.



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