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Dear Mr. Ram Sharma ,
At first instance Rule 9 of Central Excise Valuation as applicable in this case is enforceable only when sale is exclusively to the related party ( associated concern in your case ) . In your case sale is both to related and unrelated buyers and transaction value may be accepted in your case . However it depends on quantum of sale to your related buyers . If your substantial sale is through related buyers , you will have to pay the excise duty on the price at which your related buyer is selling it in market .
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