Vimal Elaichi sues Maharashtra FDA over notices to Shah Rukh Khan, Ajay Devgn, Tiger Shroff

The producers of the popular fennel‑flavoured chew, Vimal Elaichi, approached the Delhi High Court seeking relief from three notices issued by the Maharashtra Food and Drug Administration. The notices were served to Bollywood stars Shah Rukh Khan, Ajay Devgn and Tiger Shroff, alleging that the actors had used the brand name in a manner that could mislead consumers.

In its petition, the company contended that the FDA notice was unwarranted and that the actors had not entered into any formal endorsement agreement with Vimal Elaichi. It argued that the regulatory action could damage the brand’s reputation and impede its marketing activities.

The Delhi High Court has scheduled a hearing to examine the merits of the petition and to determine whether the Maharashtra FDA’s action complies with existing food‑labeling and advertising regulations. Both the company and the FDA are expected to present their arguments in the upcoming session.

Legal experts note that the case highlights the growing intersection between food product branding and celebrity influence in India, and could set a precedent for how regulatory bodies handle similar disputes in the future.