Delhi High Court Dismisses PB Agro Petition Over Surrogate Ads

The Delhi High Court dismissed a petition filed by PB Agro LLP, the makers of Vimal Elaichi, which sought to quash show-cause notices issued to celebrity brand ambassadors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff. The Maharashtra Food and Drug Administration (FDA) issued the notices on August 11, 2026, alleging that advertisements for Vimal Elaichi served as surrogate promotion for Vimal Pan Masala, a product banned in Maharashtra.

In its ruling on September 14, 2026, the court found the petition non-maintainable due to a lack of territorial jurisdiction. Citing the doctrine of forum conveniens, the court determined that courts in Maharashtra are the appropriate venue for the grievance. This decision followed arguments from the Government of India and the Central Consumer Protection Authority, both of whom maintained that the challenge should be brought before the Bombay High Court.

PB Agro LLP had argued that the allegations were baseless, claiming Vimal Pan Masala has not been sold in Maharashtra since 2001. The company further contended it would suffer irreparable harm because the FDA sent notices only to the actors rather than the company itself. The Maharashtra FDA had demanded documentation proving the products were distinct and called for the removal of the promotional campaign from digital platforms.