Cricket Match Sponsorship Costs Non-Deductible u/s 37(1) of Income Tax Act for Lack of Direct Business Benefit.

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....Business promotion expenditure - The special box sponsored by the assessee - It is difficult to imagine how 15 persons sitting in an air-conditioned box and watching a cricket match would help the business of the assessee - Expenditure u/s 37(1) not allowed - AT....