Cinema VinesThe Maharashtra Food and Drug Administration (FDA) has announced that it will keep its legal proceedings against Bollywood star Ajay Devgn moving forward, even after the actor filed a petition with the Bombay High Court. The FDA’s commissioner, Tukaram Mundhe, told ANI that the department had already begun adjudicating the case and would proceed according to the law, stating that the High Court’s intervention would not halt the process unless a restraining order was issued.
Devgn’s challenge stems from show‑cause notices issued by the FDA to him, Shah Rukh Khan and Tiger Shroff for appearing in promotional material for Vimal Elaichi, a brand of cardamom. The regulator argues that the advertisements for the flavored cardamom may serve as surrogate promotion for Vimal Pan Masala and gutkha, products that are prohibited under state food safety regulations. The notices were issued under Sections 24 and 53 of the Food Safety and Standards Act, 2006, which cover misleading advertising and associated penalties.
According to the FDA, an investigation carried out by its Assistant Commissioner found that statutory violations had occurred. The matter has now been referred to the Joint Commissioner for formal adjudication, with the expectation that the proceedings will continue unless the court intervenes. Devgn’s petition, filed before the Bombay High Court, claims that the FDA’s action is arbitrary and that any enforcement liability should lie with the manufacturing company rather than the brand ambassadors. He also maintains that his contractual relationship was limited to cardamom products and that his involvement in the campaign has ended.
The case is set to be heard on November 4 by a division bench of the Bombay High Court, comprising Chief Justice Mahesh C. Tripathi and Justice Advait Sethna. The hearing will take place while the FDA continues its adjudication process, highlighting the legal questions surrounding celebrity endorsements and alleged surrogate advertising.
