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2011 (12) TMI 50 - HC - Income TaxRevenue or Capital Expenditure - advertisement expense of Rs.1,36,88,928/-. - enduring benefit to the business of assessee. - Held that:- The advertisements published/displayed may not be of relevance or significance after lapse of time in a highly competitive market, wherein the products of different companies compete and are available in abundance. Advertisements and sales promotion are conducted to increase sale and their impact is limited and felt for a short duration. No permanent character or advantage is achieved and is palpable, unless special or specific factors are brought on record. - Expenditure are revenue in nature - decided against the revenue.
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