TDS on supplies made by company for to players for sponsorship co products

[sunil jain]

company is supplying its products to institution/ individual for for availing sponsorship, that way company is promoting its logo and products. As such there is no cash payment but company is incurring cost on those products.

Whether TDS u/s 194C would be attracted and if yes on cost or market value?

Thanks,

R K Aggarwal

[Ganeshan Kalyani]

In my view TDS is not applicable. However i welcome views of my expert collegues. Thanks.

AI Summary

TDS applicability on sponsored product supplies questioned; advisor opines no withholding applies and seeks further views.
Query whether TDS u/s 194C applies when a company supplies products as in-kind sponsorship with no cash consideration, and whether any withholding, if applicable, should be on the supplier's cost or the market value; an expert respondent opines that TDS is not applicable and invites further views.