Delhi HC rejects Vimal Elaichi maker’s plea over FDA notices on surrogate ads
The Delhi High Court dismissed PB Agro LLP’s challenge to Maharashtra FDA notices concerning alleged surrogate advertising for Vimal Pan Masala featuring Shah Rukh Khan, Ajay Devgn and Tiger Shroff, directing the jurisdictional issue to Maharashtra.
What happened
Delhi High Court dismissed Vimal Elaichi maker PB Agro LLP’s challenge to Maharashtra FDA notices over alleged surrogate advertising of Vimal Pan Masala
Key facts
- ₹10 lakh maximum penalty
- Food Safety and Standards Act, 2006
- $177.9 million Shah Rukh Khan brand value in 2025
What changed
Delhi High Court dismissed Vimal Elaichi maker PB Agro LLP’s challenge to Maharashtra FDA notices over alleged surrogate advertising of Vimal Pan Masala featuring Shah Rukh Khan, Ajay Devgn and Tiger Shroff, directing the jurisdictional dispute to Maharashtra.
Why this matters
Vimal’s marketing team should tighten celebrity-led campaign controls and documentation, as the Maharashtra FDA notices keep surrogate-advertising compliance risk active.