Vimal Elaichi case: Why Delhi court rejected plea over SRK, Ajay Devgn, Tiger Shroff

The Delhi High Court dismissed a plea by Vimal Elaichi's makers on Monday, rejecting their attempt to quash show-cause notices issued by the Maharashtra Food and Drug Administration (FDA) to actors Shah Rukh Khan, Ajay Devgn, and Tiger Shroff. Justice Swarana Kanta Sharma ruled that the Delhi High Court did not have the authority to hear the case due to territorial jurisdiction.

The Vimal Elaichi brand owners argued that the FDA's notices were directed at the actors rather than the company, despite the potential consequences for the brand. The FDA accused the ads of surrogate promotion of a banned pan masala product, questioning whether the elaichi product was being promoted independently. The actors were asked to provide documents proving that Vimal Elaichi is distinct from the banned products, stop participating in the ads, remove promotional material from their social media, explain their due diligence, and submit relevant records. The court's decision leaves the dispute in the hands of the appropriate Maharashtra court.