Ajay Devgn’s Legal Battle Intensifies as Maharashtra FDA Confirms Vimal Elaichi Proceedings Will Proceed
The legal battle involving Bollywood actor Ajay Devgn and his endorsement of Vimal Elaichi is set to continue, as the Maharashtra Food and Drug Administration (FDA) has confirmed that its adjudication process will proceed despite Devgn’s petition to the Bombay High Court. This development comes amid heightened scrutiny of celebrity endorsements, particularly those linked to products that authorities believe may be promoted through surrogate branding.
FDA’s Stance on the Proceedings
Maharashtra FDA Commissioner Tukaram Mundhe reiterated the department’s commitment to moving forward with the case while speaking to ANI. He stated, “Even if the concerned person has moved the High Court, we have already started adjudicating proceedings and will proceed in accordance with the law.” This statement emphasizes the FDA’s determination to address the legal issues surrounding the endorsements.
The FDA’s investigation, led by the Assistant Commissioner, has concluded that statutory violations occurred. The case has now been referred to the Joint Commissioner for formal adjudication. Unless the court issues a restraining order, the proceedings are expected to continue.
Celebrity Endorsements Under Scrutiny
The controversy began when the Maharashtra FDA issued show-cause notices to Ajay Devgn, Shah Rukh Khan, and Tiger Shroff regarding their roles in promotional campaigns for Vimal Elaichi. The regulator has raised concerns that advertisements for flavored cardamom under the same brand could serve as surrogate promotion for Vimal Pan Masala and gutkha, which are prohibited under state food safety regulations.
These notices were issued under Sections 24 and 53 of the Food Safety and Standards Act, 2006, which address misleading advertisements and the associated penalties. The FDA’s actions reflect a growing concern over the responsibilities of celebrities in endorsing products that may violate health regulations.
Devgn’s Legal Challenge
In his petition to the Bombay High Court, Ajay Devgn has challenged the FDA’s notice, labeling the action as arbitrary. His plea argues that any enforcement liability should fall on the manufacturing company rather than the brand ambassadors. Devgn’s legal team contends that his contractual association was strictly limited to cardamom products and that his involvement in the promotional campaign has since concluded.
The matter is scheduled for a hearing on November 4 by a division bench comprising Chief Justice Mahesh C. Tripathi and Justice Advait Sethna. The court’s deliberation will occur alongside the FDA’s ongoing adjudication process, focusing on the complex legal questions surrounding celebrity endorsements and alleged surrogate advertising.
