The Delhi High Court has dismissed a petition filed by the makers of Vimal Elaichi against show-cause notices issued to actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff. The notices were issued by the Maharashtra Food and Drug Administration over allegations of surrogate promotion.
The Delhi High Court on Monday dismissed a petition filed by PB Agro, the manufacturer of Vimal Elaichi, against show-cause notices issued to its brand ambassadors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff. The notices were issued by the Maharashtra Food and Drug Administration (FDA) on August 11 in connection with an advertisement for Vimal Elaichi mouth freshener, which the FDA alleged amounted to surrogate promotion of Vimal Pan Masala, a product banned in Maharashtra.
Justice Swarana Kanta Sharma rejected the plea, stating that the High Court did not have territorial jurisdiction over the matter as the notices originated in Maharashtra. The court observed that the Food Safety and Standards Authority of India being located in Delhi does not alter the source or character of the show-cause notice.
The FDA had directed the actors to provide documentary evidence showing that Vimal Elaichi is an independent product available for sale in the market and to immediately stop participating in or endorsing the advertisement, as well as removing the promotional content from their social media accounts, websites, and other digital platforms.
PB Agro had argued that the FDA's notice was issued only to the actors and not to the company, and that the company would suffer 'irreparable harm' from the action. However, the court rejected these arguments, stating that the impugned notice stemmed from an independent action taken by the Mumbai Food and Drug Administration.
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