What has Ajay Devgn challenged?
Ajay Devgn has approached the Bombay High Court to challenge a Maharashtra Food and Drug Administration show-cause notice concerning his appearance in Vimal Elaichi advertisements. LiveLaw and a separate PTI report carried by NDTV say the petition is likely to be heard on November 4.
The FDA alleges that the advertisements amount to surrogate promotion of Vimal Pan Masala, a product prohibited in Maharashtra. NDTV’s PTI report says Shah Rukh Khan and Tiger Shroff received similar notices. The allegations are the regulator’s position; neither report describes a High Court ruling on Devgn’s challenge.
[1][2]How does the petition dispute the notice?
LiveLaw dates the notice to August 11, 2026. It reports that Devgn replied in September, maintaining that he had appeared in an advertisement for the cardamom-flavoured mouth freshener Vimal Elaichi and had not endorsed Vimal Pan Masala.
According to LiveLaw’s account of the petition, Devgn argues that the notice reflects a decision already reached, rather than an open request for an explanation. The plea alleges arbitrariness and a breach of natural justice. NDTV also reports his contention that the notice was directed at him as an actor rather than at the manufacturing company.
LiveLaw says the notice sought discontinuation and removal of promotional material, details of endorsement arrangements and due diligence, and evidence about Vimal Elaichi’s independent existence as a product. It also sought an explanation of why legal action should not follow.
[1][2]What is expected to happen next?
Both reports identify the likely November 4 bench as Chief Justice Mahesh Chandra Tripathi and Justice Advait Sethna. The date is reported as a likely hearing, rather than a completed proceeding or a decision granting relief.
Separately, FDA Commissioner Tukaram Mundhe said on October 30 that the department had completed its investigation and would refer the matter for adjudication the following week, according to PTI. He said the departmental proceedings would continue before the joint commissioner despite Devgn’s approach to the High Court.
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