https://www.taxtmi.com/caselaws?id=794232 Transfer pricing adjustment on brand-building, advertisement and sales promotion was unsustainable because no demonstrable international transaction with the associated enterprise was shown; Chapter X applies only where a real transaction exists with an ascertainable price, and an assumed AMP transaction cannot be created from incidental benefit to the foreign brand owner. The adjustment was deleted. After that deletion, the assessed income had to be recomputed, and the assessee's claim to set off brought-forward business loss and unabsorbed depreciation was allowed, subject to computation in accordance with law. en-us Thu, 07 May 2026 00:00:00 +0530 Thu, 02 Jul 2026 08:07:11 +0530 TaxTMI RSS Generator https://www.taxtmi.com/caselaws?id=794232 Transfer pricing adjustment on brand-building, advertisement and sales promotion was unsustainable because no demonstrable international transaction with the associated enterprise was shown; Chapter X applies only where a real transaction exists with an ascertainable price, and an assumed AMP transaction cannot be created from incidental benefit to the foreign brand owner. The adjustment was deleted. After that deletion, the assessed income had to be recomputed, and the assessee's claim to set off brought-forward business loss and unabsorbed depreciation was allowed, subject to computation in accordance with law. Case-Laws Income Tax Thu, 07 May 2026 00:00:00 +0530 https://www.taxtmi.com/caselaws?id=794232