https://www.taxtmi.com/caselaws?id=753909 ITAT Delhi upheld CIT(A)'s decision allowing deductions for brand ambassador expenses, advertisement and sales promotion expenses, and service center expenses under section 37 of the Income Tax Act. The tribunal rejected the AO's classification of these expenditures as capital in nature, finding them to be revenue expenses incurred wholly and exclusively for business purposes. The expenses were held to augment sales and profits without creating enduring benefits or intangible assets, making them allowable deductions. en-us Tue, 23 Jan 2024 00:00:00 +0530 Thu, 13 Jun 2024 08:10:02 +0530 TaxTMI RSS Generator https://www.taxtmi.com/caselaws?id=753909 ITAT Delhi upheld CIT(A)'s decision allowing deductions for brand ambassador expenses, advertisement and sales promotion expenses, and service center expenses under section 37 of the Income Tax Act. The tribunal rejected the AO's classification of these expenditures as capital in nature, finding them to be revenue expenses incurred wholly and exclusively for business purposes. The expenses were held to augment sales and profits without creating enduring benefits or intangible assets, making them allowable deductions. Case-Laws Income Tax Tue, 23 Jan 2024 00:00:00 +0530 https://www.taxtmi.com/caselaws?id=753909