The Brihanmumbai Municipal Corporation (BMC) has taken significant action against establishments failing to comply with the requirement for Marathi signboards, collecting ₹1.05 crore in fines from 1,423 businesses since November 2023. This enforcement has led to a political backlash, particularly from BJP corporator Tejinder Singh Tiwana, who claims that the BMC is unfairly targeting small traders while larger businesses evade penalties. In response, Mumbai's Deputy Mayor, Sanjay Ghadi, warned that non-compliant shop owners would face 'Shiv Sena style action.' To bolster enforcement, the BMC has appointed 60 inspectors tasked with inspecting around 50 establishments daily. Of the businesses penalized, 395 have opted to contest the BMC's actions in court, while 1,014 have complied. The BMC's actions are rooted in a law amended in February 2022, which mandates that Marathi text on signboards must be more prominent than any other language. Following a temporary stay by the Supreme Court, enforcement resumed in September 2023, allowing shops until November to comply.