https://www.taxtmi.com/caselaws?id=799693 Advertisement, publicity and sales-promotion outlays incurred recurrently to sustain business in a competitive market were treated as revenue expenditure because they neither acquired a capital asset nor produced an enduring benefit. Consistent acceptance of comparable expenditure as revenue in preceding and succeeding years, including scrutiny assessments, supported application of consistency where no material factual change existed. ITAT therefore allowed the expenditure in full and deleted its capitalisation-based disallowance. en-us Wed, 16 Sep 2026 00:00:00 +0530 Fri, 25 Sep 2026 08:16:40 +0530 TaxTMI RSS Generator https://www.taxtmi.com/caselaws?id=799693 Advertisement, publicity and sales-promotion outlays incurred recurrently to sustain business in a competitive market were treated as revenue expenditure because they neither acquired a capital asset nor produced an enduring benefit. Consistent acceptance of comparable expenditure as revenue in preceding and succeeding years, including scrutiny assessments, supported application of consistency where no material factual change existed. ITAT therefore allowed the expenditure in full and deleted its capitalisation-based disallowance. Case-Laws Income Tax Wed, 16 Sep 2026 00:00:00 +0530 https://www.taxtmi.com/caselaws?id=799693