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Vimal Elaichi Ads Spark Legal Battle in Delhi High Court
8 Sep
Summary
- Vimal Elaichi makers challenged Maharashtra FDA notices in Delhi High Court.
- Actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff were issued show-cause notices.
- The core dispute is over the Maharashtra FDA's jurisdiction and ad campaign legality.
PB Agro, the company behind Vimal Elaichi, has filed a petition in the Delhi High Court seeking to nullify show-cause notices. These notices were issued by the Maharashtra Food and Drug Administration (FDA) to brand ambassadors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff. The FDA's action stems from allegations of misrepresentation in advertising, specifically that Vimal Elaichi ads promote Vimal Pan Masala, a product banned in Maharashtra.
The company contends that the Maharashtra FDA overstepped its authority by issuing these directives. PB Agro asserts that their endorsement agreements with the actors ensure compliance with all applicable laws. Furthermore, they claim that Vimal pan masala has not been manufactured or sold in Maharashtra since 2001, and tobacco-containing pan masala has been prohibited nationwide since 2013.
The Delhi High Court is now deliberating on the matter of territorial jurisdiction. The petitioner's counsel highlighted that the notices were sent to the actors directly, bypassing the company, which would suffer the most significant repercussions. The central government and the Central Consumer Protection Authority (CCPA) suggested the petition should have been filed before the Bombay High Court, given the Maharashtra FDA's involvement.
