The Delhi High Court has officially dismissed a legal petition filed by PB Agro LLP, the manufacturing firm behind Vimal Elaichi. The lawsuit challenged regulatory show-cause notices previously issued by the Maharashtra Food and Drug Administration to top Bollywood actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff.
The state regulatory authority had issued these directives regarding allegations that advertisements for mouth freshener Vimal Elaichi serve as surrogate marketing for Vimal Pan Masala, a commercial product currently prohibited across Maharashtra.
Justice Swarana Kanta Sharma delivered the ruling, stating clearly that the petition could not be entertained in the capital due to a total lack of territorial jurisdiction. The court explained that the underlying cause of action, the enforcement authority, and the primary regulatory actions originated entirely within Maharashtra.
Under the legal principle of forum conveniens, the bench noted that appropriate legal remedies should be sought through the Bombay High Court or relevant judicial bodies within Maharashtra rather than Delhi.
In its initial submission, PB Agro LLP argued that its corporate management, creative planning, and financial transactions related to the ad campaign took place in Delhi. The company contended that because its main office was situated in the capital city, the Delhi High Court possessed sufficient authority to review the case.
However, the court countered these points, observing that the presence of an office or the execution of business contracts in Delhi does not automatically grant local jurisdiction when an independent state authority issues regulatory notices outside the region.
Representatives acting for the Central Government and the Central Consumer Protection Authority opposed the petition on identical jurisdictional grounds. They pointed out that the original notices targeted Mumbai-based individuals and were issued by an assistant commissioner operating in Mumbai.
The Maharashtra FDA had previously instructed the featured actors to immediately halt participation in the promotional campaigns, remove digital marketing content, and provide full documentation verifying that Vimal Elaichi remains completely distinct from banned substances.
The High Court clarified that its decision focuses solely on jurisdictional validity and does not express any formal stance on the actual merits of the case. The manufacturer remains free to file a fresh challenge before the proper judicial forums in Maharashtra to defend its promotional strategies and commercial agreements.
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