Headnotes
P.B. Agro LLP, master licensee for the tobacco-free pan masala Vimal Elaichi, approached the Delhi High Court after the Maharashtra Food and Drug Administration issued show-cause notices to the brand's three celebrity endorsers over alleged misrepresentation of the product in advertisements.
Full Judgment Text
FACTS:
P.B. Agro LLP, master licensee for the tobacco-free pan masala brand Vimal Elaichi, approached the Delhi High Court challenging show-cause notices issued by the Maharashtra Food and Drug Administration (FDA) to three of the brand's celebrity endorsers — Shah Rukh Khan, Ajay Devgn, and Tiger Shroff — over alleged misrepresentation of the product in its advertisements.
The petitioner argued that since it was incorporated and carried on business, including maintaining an office, in Delhi, the Delhi High Court had jurisdiction to entertain its challenge to the Maharashtra FDA's notices.
COURT'S ANALYSIS:
Justice Swarana Kanta Sharma rejected the jurisdictional argument, holding that the regulatory action in question originated entirely in Maharashtra, where the impugned notices were issued and where the underlying advertisements and alleged misrepresentation were examined.
The Court observed: "The mere fact that the petitioner is incorporated, carries on business or maintains an office in Delhi cannot mean that every regulatory action taken against its product by an authority in another State becomes amenable to the jurisdiction of this Court."
Applying the doctrine of forum conveniens, the Court held that Maharashtra courts represented the more appropriate forum, since the impugned notices targeted activities and an authority located within that State.
HOLDING:
The Delhi High Court dismissed P.B. Agro LLP's petition for want of territorial jurisdiction, leaving it open to the petitioner to pursue its challenge before the appropriate forum in Maharashtra.
Source: LiveLaw, "Delhi High Court Dismisses Vimal Elaichi's Plea Challenging FDA Notice To Shah Rukh Khan, Ajay Devgn, Tiger Shroff," September 14, 2026.
P.B. Agro LLP, master licensee for the tobacco-free pan masala brand Vimal Elaichi, approached the Delhi High Court challenging show-cause notices issued by the Maharashtra Food and Drug Administration (FDA) to three of the brand's celebrity endorsers — Shah Rukh Khan, Ajay Devgn, and Tiger Shroff — over alleged misrepresentation of the product in its advertisements.
The petitioner argued that since it was incorporated and carried on business, including maintaining an office, in Delhi, the Delhi High Court had jurisdiction to entertain its challenge to the Maharashtra FDA's notices.
COURT'S ANALYSIS:
Justice Swarana Kanta Sharma rejected the jurisdictional argument, holding that the regulatory action in question originated entirely in Maharashtra, where the impugned notices were issued and where the underlying advertisements and alleged misrepresentation were examined.
The Court observed: "The mere fact that the petitioner is incorporated, carries on business or maintains an office in Delhi cannot mean that every regulatory action taken against its product by an authority in another State becomes amenable to the jurisdiction of this Court."
Applying the doctrine of forum conveniens, the Court held that Maharashtra courts represented the more appropriate forum, since the impugned notices targeted activities and an authority located within that State.
HOLDING:
The Delhi High Court dismissed P.B. Agro LLP's petition for want of territorial jurisdiction, leaving it open to the petitioner to pursue its challenge before the appropriate forum in Maharashtra.
Source: LiveLaw, "Delhi High Court Dismisses Vimal Elaichi's Plea Challenging FDA Notice To Shah Rukh Khan, Ajay Devgn, Tiger Shroff," September 14, 2026.
Cases Cited & References
- 1. 2026 LiveLaw (Del) 840