Delhi HC reserves judgment on Vimal ad jurisdiction

The Delhi High Court has reserved its judgment on whether it has the jurisdiction to hear a petition challenging showcause notices issued by the Maharashtra Food and Drug Administration (FDA) to Bollywood actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff. The petition was filed by PB Agro LLP, the makers of Vimal Elaichi, who are concerned about regulatory actions against their celebrity brand ambassadors. The dispute centers on advertisements for Vimal Elaichi, which the Maharashtra FDA alleges constitute surrogate promotion of Vimal Pan Masala, a product banned within the state. The state regulator reportedly demanded that the actors provide documentation proving Vimal Elaichi is distinct from banned pan masala products. The FDA also called for an immediate halt to the promotional campaign and the removal of related materials from digital platforms. PB Agro, represented by senior advocates, argued before Justice Swarana Kanta Sharma that the showcause notice, dated August 11, 2026, was issued solely to the actors and not to the company itself, despite PB Agro being the entity that would suffer direct harm.