Order set aside; case sent back for de novo transfer pricing ALP determination as Rule 10B(2)/(3) comparability failed

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....ITAT set aside the CIT(A) order and restored the case to the file of the AO/TPO for de novo adjudication, holding that neither the assessee's nor the TPO's CUP comparables met Rule 10B(2)/(3) comparability standards; the AO/TPO is directed to reassess ALP after identifying or constructing reliable comparables and making appropriate adjustments (including for convertibility/option value, subordination, security, industry risk and coupon structure). The Tribunal also remitted disputed legal/professional, advertising and commission expenses to the AO for verification and determination as capitalisable WIP or allowable revenue expenditure. The Revenue's appeal is allowed for statistical purposes.....