Bollywood actor Ajay Devgn has approached the Bombay High Court to challenge a show-cause notice issued by the Maharashtra Food and Drug Administration (FDA) over his appearance in a Vimal Elaichi advertisement. The actor filed his petition on October 30, months after the controversy began.

Ajay Devgn Challenges Maharashtra FDA Notice

According to Bar & Bench, Ajay has challenged the constitutionality of the FDA regulation. He has also questioned why the notice was issued directly to him instead of the manufacturing company. The actor reportedly argued that he should not be part of the proceedings as he is no longer associated with the brand.

The petition is expected to be heard on November 4 by a division bench comprising Chief Justice Mahesh C. Tripathi and Justice Advait Sethna.

View this post on Instagram

A post shared by Team Shah Rukh Khan (@teamshahrukhkhan)

What Did The Maharashtra FDA Say?

Speaking at a press conference in Mumbai on Friday, FDA Commissioner Tukaram Mundhe said that proceedings against Ajay Devgn, Shah Rukh Khan and Tiger Shroff had been completed. All three actors had responded to the notices, and the department found violations.

He also clarified that Ajay approaching the High Court would not stop the FDA from taking further action.

Why Were Notices Issued To The Actors?

The controversy started after the FDA raised objections to advertisements featuring the three actors promoting Vimal Elaichi. The department claimed that although the product was presented as cardamom, the Vimal brand was strongly associated with pan masala. It alleged that the advertisements indirectly promoted Vimal Pan Masala, which is prohibited in Maharashtra.

On August 11, 2026, the FDA issued notices asking the actors to stop participating in the campaign, remove promotional posts from social media and share details of their agreements and checks before endorsing the product.

The department also referred to Sections 24 and 53 of the Food Safety and Standards Act, 2006, which deal with misleading advertisements and penalties. A misleading food advertisement can attract a penalty of up to Rs 10 lakh.

The controversy had earlier involved Akshay Kumar, who faced criticism over the same brand campaign in 2022. He later apologised and announced his decision to withdraw from the endorsement.

For more news and updates from the entertainment world, stay tuned to Bollywood Bubble.

Also Read: Ajay Devgn, Kajol’s Juhu Bungalow Partly Demolished After BMC Notice; Actors’ Team REACTS

Manisha Karki

Manisha has established a reputation for insightful and engaging storytelling with over six years of expertise in the industry. With a deep passion for cinema, she brings a unique perspective to her coverage, making it a trusted voice in the entertainment world.