The Delhi High Court has rejected a plea filed by PB Agro LLP, the maker of Vimal Elaichi, against show cause notices issued by the Maharashtra Food and Drug Administration (FDA). The notices were issued to popular Bollywood actors Shah Rukh Khan, Ajay Devgan and Tiger Shroff over their role as celebrity brand ambassadors.
PB Agro LLP had approached the court to challenge the notices and question the action taken by the Maharashtra FDA. The company wanted the court to stop the proceedings against the celebrities connected with the promotion of the brand. However, the Delhi High Court dismissed the plea on Monday, September 14, 2026. The decision means the FDA can continue to examine the involvement of the celebrity endorsers in the advertising of the product.
The case has drawn attention because Shah Rukh Khan, Ajay Devgan and Tiger Shroff are well known faces in Indian advertising. Celebrity endorsements can have a strong influence on consumers, making such cases important for discussions around advertising and public health. The court decision also highlights that companies and celebrities may face questions from regulators when advertisements are connected with products that raise health related concerns.
