India, Nov. 1 -- T he Maharashtra Food and Drug Administration (FDA) will proceed with action against actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff over their Vimal Elaichi endorsements, Commissioner Tukaram Mundhe said on Friday, adding that the department had found violations of state rules. He also confirmed that Devgn had approached the Bombay High Court challenging the show-cause notice issued to him. "The assistant commissioner has completed the investigation and found that they violated the state's rules in the Vimal Pan Masala advertising case," Mundhe told reporters in Mumbai. He added that the matter would be referred to the Joint Commissioner for adjudication next week. The case dates back to August 11, when the FDA issued notices to the three actors over their appearance in a 2024 Vimal Elaichi advertisement. The department alleged that the campaign amounted to surrogate advertising, indirectly promoting Vimal Pan Masala, a product banned in Maharashtra. Mundhe said all three actors had responded to the notices and sought time for hearings, which was granted. While the hearings have now concluded, the matter is far from over. "That is fine, but we are proceeding with our action," he said, referring to Devgn's decision to approach the court. Devgn, meanwhile, has reportedly argued that the notice was arbitrarily issued to him as an actor rather than to the manufacturer. He has also maintained that he is no longer associated with the brand. His petition is likely to be heard by the Bombay High Court on November 4. HTC...