https://www.taxtmi.com/caselaws?id=269257 The Tribunal partly allowed the appeal, directing the Transfer Pricing Officer (TPO) to re-examine the Arm's Length Price (ALP) of Advertisement, Marketing, and Promotion (AMP) expenses and the disallowance of proportionate advertisement expenses in accordance with principles established by the Delhi High Court. The Tribunal emphasized comparing AMP functions with comparables and adjusting for any differences, rejecting the TPO's use of the bright line test and instructing a fresh assessment based on suitable comparables and functions performed. en-us Fri, 04 Dec 2015 00:00:00 +0530 Fri, 11 Dec 2015 08:23:32 +0530 TaxTMI RSS Generator https://www.taxtmi.com/caselaws?id=269257 The Tribunal partly allowed the appeal, directing the Transfer Pricing Officer (TPO) to re-examine the Arm's Length Price (ALP) of Advertisement, Marketing, and Promotion (AMP) expenses and the disallowance of proportionate advertisement expenses in accordance with principles established by the Delhi High Court. The Tribunal emphasized comparing AMP functions with comparables and adjusting for any differences, rejecting the TPO's use of the bright line test and instructing a fresh assessment based on suitable comparables and functions performed. Case-Laws Income Tax Fri, 04 Dec 2015 00:00:00 +0530 https://www.taxtmi.com/caselaws?id=269257