https://www.taxtmi.com/caselaws?id=207726 The High Court affirmed that the advertisement expenses incurred by the respondent assessee were revenue in nature, not capital. The Court agreed with the lower authorities that the expenses were necessary for sales promotion in a competitive market, where they aimed at increasing sales rather than providing enduring benefits. Emphasizing that such expenses are part of the profit-earning process and do not confer permanent advantages, the Court dismissed the appeal. Considering the company's financial position with heavy losses, the Court concluded that the advertisement expenses were periodic and essential for consumer attraction in a competitive market. en-us Mon, 12 Dec 2011 00:00:00 +0530 Fri, 01 May 2026 11:22:00 +0530 TaxTMI RSS Generator https://www.taxtmi.com/caselaws?id=207726 The High Court affirmed that the advertisement expenses incurred by the respondent assessee were revenue in nature, not capital. The Court agreed with the lower authorities that the expenses were necessary for sales promotion in a competitive market, where they aimed at increasing sales rather than providing enduring benefits. Emphasizing that such expenses are part of the profit-earning process and do not confer permanent advantages, the Court dismissed the appeal. Considering the company's financial position with heavy losses, the Court concluded that the advertisement expenses were periodic and essential for consumer attraction in a competitive market. Case-Laws Income Tax Mon, 12 Dec 2011 00:00:00 +0530 https://www.taxtmi.com/caselaws?id=207726