The Delhi High Court dismissed a petition filed by a company associated with Vimal Elaychi on Monday, declining to interfere in a controversy involving three of Bollywood's biggest stars — Shah Rukh Khan, Ajay Devgn, and Tiger Shroff. The petition had sought to cancel legal notices issued to the actors as brand ambassadors for products marketed by the company.
The controversy traces back to actions taken by the Maharashtra Food and Drug Administration (FDA), which on August 14 issued show-cause notices to the three celebrities. These notices were connected to promotional material linking the actors to the company's product range, and the regulatory body was investigating whether the advertisements were misleading or made unsubstantiated health claims.
When the company challenged these notices in Delhi, Justice Swarn kant Sharma rejected the plea, stating clearly that the Delhi High Court did not have territorial jurisdiction over the matter. The judge observed that Maharashtra courts were the more appropriate forum, given that the FDA that initiated the proceedings is based in that state and the alleged actions originated there.
The ruling underscores the jurisdictional boundaries that govern how consumer and advertising disputes are handled across India. Celebrity brand ambassadors often find themselves caught between regulatory scrutiny and commercial commitments, and this case highlights the legal complexity surrounding promotional endorsements, particularly when health or consumer-product claims are involved.
The petitioners will now need to pursue their challenge before the appropriate judicial forum in Maharashtra. The three Bollywood stars, meanwhile, remain under notice from the Maharashtra FDA and must respond to the regulatory questions raised in the original proceedings.
