📷 Image: Wikimedia Commons / Avrajyoti Mitra
Business
Vimal Elaichi Producer PB Agro Seeks Delhi High Court Relief Over Food Authority Notices to Actors
✍️ NDTV
🗓 08 Sep 2026, 09:41 AM
👁 27
PB Agro, the maker of Vimal Elaichi, has filed a petition in the Delhi High Court challenging notices issued by the food regulator to three celebrity endorsers, asserting that its advertising complies with the law.
PB Agro, the company behind the Vimal Elaichi brand, approached the Delhi High Court on Tuesday, seeking to set aside notices served by the food regulatory authority to three well‑known actors who feature in its promotional campaigns. The petition argues that the notices, which question the legality of the endorsements, are unwarranted.
The food body, identified as the Food Safety and Standards Authority of India (FSSAI), had issued the notices alleging that the advertisements might violate labeling and health claim norms. The three actors, whose identities were not disclosed in the filing, were asked to respond to the regulator's concerns.
In its response, PB Agro maintained that the endorsement agreements were entered into with reputable actors and that the entire ad campaign adheres to all applicable statutes, including those governing food safety and advertising standards. The company emphasized that it has taken due diligence to ensure compliance before launching the promotions.
Legal experts note that the case underscores the growing scrutiny of celebrity endorsements for food products in India, especially for items like cardamom that are marketed for health benefits. A decision from the High Court could set a precedent for how food advertising is regulated in the future.
The food body, identified as the Food Safety and Standards Authority of India (FSSAI), had issued the notices alleging that the advertisements might violate labeling and health claim norms. The three actors, whose identities were not disclosed in the filing, were asked to respond to the regulator's concerns.
In its response, PB Agro maintained that the endorsement agreements were entered into with reputable actors and that the entire ad campaign adheres to all applicable statutes, including those governing food safety and advertising standards. The company emphasized that it has taken due diligence to ensure compliance before launching the promotions.
Legal experts note that the case underscores the growing scrutiny of celebrity endorsements for food products in India, especially for items like cardamom that are marketed for health benefits. A decision from the High Court could set a precedent for how food advertising is regulated in the future.