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M/s Sennheiser Electronics India Ltd 102-A, First Floor, Time Tower M.G. Road, Gurgaon, Haryana vs. The A.C.I.T Circle – 4(1) Gurgaon
September, 19th 2018

Subject: Sony Mobile Communication (India) Pvt Ltd. has rejected the contention of revenue on the applicability of bright line test

Referred Sections:
Section 92C(3) of the Act).
Section 92(3)
Section 10B(1)(c)

Referred Cases / Judgments
Soni Ericsson Mobile Communication India [P] Ltd Vs. CIT ITA No. 16/2014

                                    1


   IN THE INCOME TAX APPELLATE TRIBUNAL, DELHI `I-2' BENCH,
                         NEW DELHI

      BEFORE SHRI N.K. BILLAIYA, ACCOUNTANT MEMBER, AND
           SHRI SUDHANSHU SRIVASTAVA, JUDICIAL MEMBER

                        ITA No. 7574/DEL/2017
                             [A.Y 2013-14]

M/s Sennheiser Electronics India Ltd        Vs.           The A.C.I.T
102-A, First Floor, Time Tower                            Circle ­ 4(1)
M.G. Road, Gurgaon, Haryana                               Gurgaon

PAN : AAKCS 4629 Q

[Appellant]                                         [Respondent]


                Date of Hearing                :   10.09.2018
                Date of Pronouncement          :    19.09.2018


                     Assessee by :      Shri Alok Vasant, Adv

                     Revenue by    :    Shri H.K. Choudhary, CIT-DR
                                         Ms. Anchal Khandelwal, Sr.DR



                                  ORDER


PER N.K. BILLAIYA, ACCOUNTANT MEMBER,




     With this appeal, the assessee has challenged the correctness of

the order dated 29.11.2011 framed u/s 143(3) r.w.s 144C of the

Income-tax Act, 1961 [hereinafter referred to as 'the Act'].
                                  2


2.    The assessee is aggrieved by the addition to the total income of

the assessee using Bright Line Test on protective basis amounting to

Rs. 4,08,18,553/- and is further aggrieved by the addition of Rs.

5,95,56,701/- using cost plus method on substantive basis on account

of the alleged difference in arm's length price [ALP] of the

international transaction of advertisement, marketing and promotion

[AMP] expenses.



 3.   Briefly stated, the facts of the case are that the appellant

 company was incorporated on 11.01.2007 as a subsidiary of

 Sennheiser Global Operations Gmbh. The appellant company is

 primarily engaged in the business of sales and distribution of

 headphones, microphones, receivers, monitoring systems, tour guide

 systems and aviation headsets. It imports goods from Sennheiser

 Group Companies for reselling through its distributors in India. The

 appellant company distributes all brands of the Sennheiser group

 and has service centres located in Haryana, Mumbai and Bangalore

 and also service products within and outside warranty. The

 appellant also import spares from Sennheiser group Companies.
                                    3


4.   During the course of scrutiny assessment proceedings, the case

was referred to the TPO who framed order dated 26.10.2016 u/s 92CA

of the Act and determined adjustment of Rs. 4,33,12,598/- on account

of AMP adjustment. Pursuant to the order of the TPO, a draft

assessment order was passed on 19.12.2016 wherein the total income

was assessed at Rs. 6,13,75,390/- after making addition of Rs.

4,33,12,598/- on account of T.P. adjustment/addition.



5.   Aggrieved by the proposed addition, the assessee company raised

objections against the draft assessment order before the DRP and the

DRP passed its order on 28.09.2017. Pursuant to the directions of the

DRP, the TPO finally framed the order and the same reads as under:



     "The Hon'ble DRP has directed to apply bright line method for

     computation of ALP of expenses. Hence, the working of adjustment

     using bright line method is as under:



     3.1   The assessee has incurred Rs. 3,75,58,618/- towards AMP

     expenses during the year under consideration. During the course of

     proceedings for AY 2012-13, this office had taken a stand that

     bright line test should be applied and any AMP expenditure

     incurred by the taxpayer in excess of the expenditure incurred by

     the comparables should be considered as the expenditure incurred
                                     4


    by the taxpayer for the benefit of the parent AE and

    corresponding adjustment should be made. The Ilon'ble High Court

    in the case of Sony Mobile Communication (India) Pvt Ltd. has

    rejected the contention of revenue on the applicability of bright

    line test and corresponding calculations. The Department has filed

    an appeal against the order of the Hon'ble High Court and

    contesting the judgment before the Hon'ble Supreme Court.

    Further, the Hon'ble DRP had also directed to apply bright line

    method for computation of ALP of AMP expenses for the AY 2013-

    14 vide its directions dated 28.09.2017.


    3.2        The AMP/ sales of the final comparables as selected by the

    assessee are as under-

1s- Name of comparables AMP                    Sales        AMP /
 .1                           expenditure      turnover (In Sales
    Advanced Micronic Devices
 0.
 1                            (In Rs.)
                              11,86,741        Rs.)
                                               44,86,16,502 0.26%
                                                            (%)
                       Ltd.
2         Dax Networks Ltd.     16,06,768      37,92,97,823   0.42%
3         Priya Ltd.            20,18,929      2,11,17,30,474 0.10%
4     Redington (India) Ltd.   54,01,64,000    2,28,99,05,57, 0.24%
5     Salora International Ltd 20,69,000       000
                                               3,64,63,68.00 0.06%
Average AMP/ Sales ratio in case of comparable 0
                                               companies      0.22%
Senheiser Electronics India 3,75,58,618      61,63,22,571     6.09%
Pvt. Ltd.

    3.3       The mean of the "expenditure incurred on AMP/sales" of

    such companies is the "bright line". Any expenditure in excess of

    the bright line is for the promotion of brand/trade name (which is

    owned by the AE) that needs to be suitably compensated by the

    AE. The amount which represents the bright line and the amount
                                    5


that should have been compensated to the taxpayer company are

computed hereunder:

      Particulars                                      Value

      Value of gross sales                             61,63,22,571
      AMP/Sales of comparables                         0.22%
      Amount that represent hi i&nt line               13,55,910
      Expenditure on AMP by taxpayer                   3,75,58,618
      Expenditure in excess of bright line             3,62,02,708



3.4       Since the amount of Rs. 3,62,02,708/- was spent by the

taxpayer company over and above the bright line limit for provision

of services related to AMP purely for the AE, an independent

entity under similar circumstances would have charged a mark-up

on this amount, for the money spent and for the service element.

The Hon'ble DRP had directed to apply mark up of SBI base rate

plus 300 basis points in the case of the assessee for the AY 2012-

13. The SB1 base rate comes to 9.75% for the FY 2012-13, Hence,

mark up of 12.75% is applied on the amount of Rs. 3,62,02,708/-

for computation of ALP.




3.5       Therefore,    the   taxpayer       company   should   have   been

compensated by the AE at Rs. 3,62,02,708/- plus mark-up @

12.75%       (Rs.   46,15,845/-)     for     undertaking   advertisement,

marketing and publicity activities purely for AE and most

importantly creating a marketing intangible for the AE. The net
                                     6


adjustment therefore works out to Rs. 4,08,18,553/-. Accordingly,

adjustment of Rs. 4,08,18,553/- is made on protective basis.


    The Hon'ble DRP has directed to re-compute the adjustment by

    following the manner of computing ALM and ALP adjustment as

    demonstrated in para 8.1.3 of the DRP's order dated 28.10.2016

    for the AY 2012-13. The calculation of adjustment for the year

    under consideration is as under-



S.No. Particulars                                      Value (Rs.)

         AMP expenses after excluding selling          3,75,58,618
         expenses (A)
1        Reimbursement received from AE (B)            Nil
         Total expenditure incurred by assessee        3,75,58,618
         on AMP (C)
         Sales                                         61,63,22,571
         C.O.G.S                                       38,86,69,622
2
         Gross Profit                                  22,76,52,949
         Markup (gross profit margin) (D)              58.57%
3        ALP of AMP expenses (E)=(C*D)+C               5,95,56,701
4        Adjustment u/s 92CA = (E)-(B)                 5,95,56,701



    Accordingly,   adjustment   of       Rs.   5,95,56,701/-   is    made   on

    substantive basis by using cost plus method.




    5. Therefore, in view of the direction of the Ld DRP-1, New Delhi

the earlier adjustment of Rs. 4,33,12,598/- is being revised to Rs

5,95,56,701/- on substantive basis. Besides, an adjustment of Rs,
                                    7


      4,08,18,553/- is being made on protective basis. The A.O. shall

      enhance the income of the assessee by an amount of Rs.

      5,95,56,701/- in computation of its total income while passing the

      Final Order."


 6.   Aggrieved by this, the assessee is before us.



7.    At the very outset, the ld. counsel for the assessee stated that

the directions of the DRP followed by the TPO, applying Bright Line

Method has been discarded by the Hon'ble Jurisdictional High Court of

Delhi in Tax Appeal No. 16 of 2014 by listing its findings as under:



      "18. Rejecting the application of bright line test, the Hon'ble

      High Court of Delhi has listed its findings as under:

      " (i) In case of a distributor and marketing AE, the first

      step in transfer pricing is to ascertain and conduct

      detailed functional analysis, which would include AMP

      function expenses

      (ii)      The second step mandates ascertainment of

      comparables or comparable analysis.        This would have

      reference to the method adopted which matches the

      functions and obligations performed by the tested party

      including AMP expenses.
                              8







(iii) A comparable is acceptable, if based upon comparison

of conditions a controlled transaction is similar with the

conditions in the transactions between independent

enterprises. In other words, the economically relevant

characteristics of the two transactions being compared

must be sufficiently comparable. This entails and implies

that   difference,   if   any,    between     controlled   and

uncontrolled transaction, should not materially affect the

conditions being examined given the methodology being

adopted for determining the price or the margin. When

this is not possible, it should be ascertained whether

reasonably   accurate     adjustments   can    be   made    to

eliminate the effect of such differences on the price or

margin. Thus, identification of the potential comparables

is the key to the transfer pricing analysis. As a sequitur,

it follows that the choice of the most appropriate

method would be dependent upon availability of potential

comparable keeping in mind the comparability analysis

including befitting adjustments which may be required.

As the degree of the comparability increases, extent of

potential differences which would render the analysis

inaccurate necessarily decreases.
                            9


(iv) The assessed, i.e. the domestic AE must be

compensated for the AMP expenses by the foreign AE.

Such compensation may be included or subsumed in low

purchase price or by not charging or charging lower

royalty. Direct compensation can also be paid. The

method selected and comparability analysis should be

appropriated and reliable so as to include the AMP

functions and costs.



(v) Where the Assessing Officer/TPO accepts the

comparables adopted by the assessed, with or without

making adjustments, as a bundled transaction, it would be

illogical and improper to treat AMP expenses as a

separate international transaction, for the simple reason

that if the functions performed by the tested parties

and the comparables match, with or without adjustments,

AMP expenses are duly accounted for. It would be

incongruous to accept the comparables and determine or

accept the transfer price and still segregate AMP

expenses as an international transaction.



(vi) The Assessing Officer/TPO can reject a method

selected by the assessed for several reasons including

want of reliability in the factual matrix or lack / non-
                             10


availability of comparables. (see Section 92C(3) of the

Act).


(vii) When the Assessing Officer/TPO rejects the

method adopted by the assessed, he is entitled to select

the     most   appropriate    method,      and   undertake

comparability analysis. Selection of the method and

comparables should be as per the command and directive

of the Act and Rules and justified by giving reasons.



(viii) Distribution and marketing are inter-connected and

intertwined functions. Bunching of inter-connected and

continuous transactions is permissible, provided the said

transactions can be evaluated and adequately compared

on aggregate basis. This would depend on the method

adopted and comparability analysis and the most reliable

means of determining arm`s length price.



(ix) To assert and profess that brand building as

equivalent or substantial attribute of advertisement and

sale promotion would be largely incorrect. It represents a

coordinated synergetic impact created by assortment

largely representing reputation and quality. `Brand' has

reference to a name, trademark or trade name and like
                            11


`goodwill` is a value of attraction to customers arising

from name and a reputation for skill, integrity, efficient

business management or efficient service. Brand creation

and value, therefore, depends upon a great number of

facts relevant for a particular business. It reflects the

reputation which the proprietor of the brand has

gathered over a passage or period of time in the form of

widespread   popularity   and    universal   approval   and

acceptance in the eyes of the customer. Brand value

depends upon the nature and quality of goods and

services sold or dealt with. Quality control being the

most important element, which can mar or enhance the

value.

(x) Parameters specified in paragraph 17.4 of the order

dated 23rd January, 2013 in the case of L.G. Electronics

India Pvt Ltd (supra) are not binding on the assessed or

the Revenue. The `bright line test` has no statutory

mandate and a broad-brush approach is not mandated or

prescribed. We disagree with the Revenue and do not

accept the overbearing and orotund submission that the

exercise to separate routine` and `non-routine` AMP or

brand building exercise by applying `bright line test` of

non-comparables should be sanctioned and in all cases,
                               12


costs or compensation paid for AMP expenses would be

`NIL`, or at best would mean the amount or compensation

expressly   paid   for   AMP        expenses.   It   would   be

conspicuously   wrong    and        incorrect   to   treat   the

segregated transactional value as NIL` when in fact the

two AEs had treated the international transactions as a

package or a single one and contribution is attributed to

the aggregate package. Unhesitatingly, we add that in a

specific case this criteria and even zero attribution could

be possible, but facts should so reveal and require. To

this extent, we would disagree with the majority decision

in L.G. Electronics India Pvt. Ltd. (supra). This would be

necessary when the arm`s length price of the controlled

transaction cannot be adequately or reliably determined

without segmentation of AMP expenses.



(xi) The Assessing Officer/TPO for good and sufficient

reasons can debundle interconnected transactions, i.e.

segregate distribution, marketing or AMP transactions.

This may be necessary when bundled transactions cannot

be adequately compared on aggregate basis.
                                13


(xii) When segmentation or segregation of a bundled

transaction is required, the question of set off and

apportionment must be examined realistically and with a

pragmatic approach. Transfer pricing is an income

allocating exercise to prevent artificial shifting of net

incomes of controlled taxpayers and to place them on

parity   with   uncontrolled,    unrelated     taxpayers. The

exercise undertaken should not result in over or double

taxation. Thus, the Assessing Officer/TPO can segregate

AMP      expenses    as   an         independent   international

transaction, but only after elucidating grounds and

reasons for not accepting the bunching adopted by the

assessed, and examining and giving benefit of set off.

Section 92(3) does not bar or prohibit set off.



(xiii) CP Method is a recognised and accepted method

under Indian transfer pricing regulation. It can be applied

by the Assessing Officer/TPO in case AMP expenses are

treated as a separate international transaction, provided

CP Method is the most appropriate and reliable method.

Adoption of CP Method and computation of cost and gross

profit margin comparable must be justified.
                                    14


     (xiv) The object and purpose of Transfer Pricing

     adjustment is to ensure that the controlled taxpayers

     are given tax parity with uncontrolled taxpayers by

     determining their true taxable income. Costs or expenses

     incurred for services provided or in respect of property

     transferred, when made subject matter of arm`s length

     price by applying CP Method, cannot be again factored or

     included as a part of interconnected international

     transaction and subjected to arm`s length pricing."



8.   Keeping in mind the aforesaid findings of the Hon'ble High Court

of Delhi [supra], we find that the assessee company is engaged in the

business of sales and distribution of headphones, microphones,

receivers, monitoring systems, tour guide systems and aviation

headsets. It also imports goods from Sennheiser group companies for

reselling through its distributors in India. It also undertakes after-sales

services.



9.   The assessee has adopted TNMM as the most appropriate method

with operative profit to sales as PLI and the same is as under:
                                      15


International     Transfer    Profit      level Sennheiser Margin   Compar
transaction       pricing     indicator[PLI]    India Total         -ables
                  method                        value     of        findings
                                                transaction         arithmeti
                                                [Amount in          c mean
                                                NRI]
Purchase     of                                 304238583
Goods
Provision    of                                 7584825
services          Transact   Operating
Allocation   of   -ional Net Profit/Operating   1609631    3.71%    2.57%
expenses paid     Margin     sales [OP/Sales]
Reimbursement     Method                        61,848
of     expenses   [TNMM]
paid
Purchase     of                                 426.514
advertisement
material
Reimbursement                                   1659460
of     expenses
received




10.   There is no quarrel so far as the most appropriate method i.e.

TNMM is concerned. It can be seen from the aforementioned chart

that the appellant's margin is 3.71%, whereas the comparable's margin

is 2.57%.



11.   It is true that there was no agreement, understanding or

arrangement between the appellant and its AEs for incurrence of such

expenditure by the appellant.
                                    16


12.      As mentioned elsewhere, the TPO has followed Bright Line

Method for computing the ALP of the transaction.       The appellant's

AMP/sales ratio is at 6.09% and that of the comparables is 0.22%,

taking a mark up of 12.75% on cost, which is wrongly adopted as cost

plus mark up at 58.57% while giving effect to the directions of the DRP.



13.      The functions performed by the AEs are manufacturing, Research

and Development, Corporate Strategy and New Product Development

and Marketing and Sales.



14.      We find that the advertisement spend by the appellant was with

a focus on selling the product by highlighting its features to potential

customers on one to one basis, most commonly through direct mail, e-

mail and online marketing.



15.      In our considered opinion, the AMP expenses incurred were not

with a view to benefit the AEs but to only increase the appellant's own

sales.



16.      The functions performed by Sennheiser group are described in

the following para:
                              17


"Manufacturing

Sennheiser group manufactures its products at three

factories, located at Germany, Ireland and the USA

respectively. In addition, it uses capacities at long-term

partner companies in Europe, Asia and America who fulfil

their strict quality requirements.

The product portfolio of Sennheiser group includes

microphones, Neumann microphones, wireless microphone

and monitor systems, conference and visitor information

technology, and headsets for aviation etc. In addition,

the company provides central Logistics services for

products manufactured by our Asian partner companies.

Sennheiser India does not perform any manufacturing

activity.


Research and development


Research and development activity is a centralized

activity done by the AEs. The group has a large research

and development centre in Germany and has research and

development    offices   in   California   and   Singapore9.

Sennheiser India does not play any role in the research

and development activity performed by the group.
                            18


Corporate Strategy

The ultimate parent company formulates the overall

corporate strategy for the benefit of the entire group.

The corporate strategy of Sennheiser India is based on

the broader guidelines set by the ultimate parent

company.


New Products development



AEs decide on the introduction of any new products and

accordingly send relevant advertising and promotional

materials to Sennheiser India for distribution to

customers in its sales territory, this includes products

arid information and materials to be used in training the

distributor's personnel.



Thus, the product conceptualization is the function of

AEs and all related research & development activities are

carried out by the AEs.


Sennheiser group owns the Intellectual Property Rights

relating   to   products    (patents),   corporate   logo/

trademark, technical know-how (in the form of presses

and technical data), quality standards, etc.
                                  19


      Marketing and Sales

      AEs perform marketing activity through its wide network

      of dealers and direct sales force team for promoting and

      marketing the Products in order to expand its market

      share in the Territory and defend its market position as

      against its competitor.



      The marketing strategy relating to positioning of new

      services or solutions, launching a new service line or

      solution, developing plans to capture a certain segment of

      the market, etc. are all developed by the AEs.



17.   The functions performed by the appellant company are described

in the following para:


      "Sennheiser India procures head phones, microphones and

      wireless systems (hereafter the "Products"; from its

      AEs. The Company does not purchase any goods from any

      third party vendor. However, there is no sale to any AE

      by Sennheiser Electronics (India) i.e. the ultimate

      customers for the traded products are unrelated parties.

      The majority of the sales take place in the Indian

      Territory. The customers include Production Studios,

      Airlines, Audio & TV Channels, Call Centres in India.
                             20


The AE sells goods to the Sennheiser India at a price list

which is same for all the other fellow subsidiaries. The

Sennheiser India sells goods to distributors or other

"middle men" at an approximate gross margin of 45%.


Distribution and inventory Management

Sennheiser India is responsible for its own inventory

management. Sennheiser India sells in the domestic

market against a confirmed order from the customer

Further, Sennheiser India maintains warehouses at

various locations for facilitating distribution of goods in

various parts of India.

Quality control is undertaken by each manufacturer

before they are shipped to India. Once the goods reach

the Indian shore, Sennheiser India also performs quality

check.


Marketing & Sates of Finished Goods

Sennheiser India is responsible for distribution, invoicing,

collection, ordering or delivery to the end-user as well as

wholesalers.

Sennheiser India is responsible for marketing and other

sales promotion activities. Marketing strategy required to

be followed in India is performed by Sennheiser India
                               21







based on the broad guidelines as provided by Sennheiser

group.

All the brochures and other marketing literature is

designed and developed by Sennheiser India with inputs

regarding    brochure     specification   from    the   parent

company. Sennheiser India is responsible for controlling

and coordinating the marketing activities in India.

Sennheiser India also provides after sales support for

both direct and indirect sales. Direct sales are the sales

made by Sennheiser India to the customer in India, In

respect of indirect sales AEs sell directly to customers in

India.

Sennheiser India provides a warranty for the equipment

supplied to the customer. In case of any warranty claims

made by the customers Sennheiser India either repairs or

replaces such goods. Thereafter, Sennheiser India is

reimbursed    for   the    actual   expenses     incurred   for

replacement/ repair under warranty, on cost to cost basis

without any mark up by the AEs.

The Company also provides training to the customers with

regard to the operation of the equipment. Sennheiser

India handles all customer complaints as well as the

billings and collection to/from the customers.
                                   22


      Training to the sales force regarding the operation and

      mechanism of the product is provided by Sennheiser

      India. Information on the Products and information and

      materials to be used in training the employees to perform

      the Marketing Services are developed by Sennheiser

      group at the request of Sennheiser India.



      Administration




      Sennheiser   India   is   responsible   for   all   its   local

      administrative functions like, human resource,/recounting

      and IT. It also prepares its own financial statements."



18.   The ld. DR had vehemently contended that since there was no

agreement, understanding or arrangement between the assessee and

its AEs, respective functions performed cannot be determined. The ld.

DR further contended that since the Bright Line Test has been negative

by the Hon'ble High Court, let the TPO adjudicate the issue afresh

after determining the respective functions and frame de novo

assessment.
                                   23




19.   We have given thoughtful consideration to this contention of the

ld. DR. We do not find much force in the contention of the ld. DR

because the TPO, while framing the order u/s 92CA(3) of the Act was

well aware with the decision of the Hon'ble jurisdictional High Court of

Delhi in the case of Soni Ericcson Mobile Communication India Pvt Ltd

reported at 276 CTR 97, and therefore, it cannot be said that the TPO

was not aware that the Bright Line test has been discarded by the

Hon'ble High Court of Delhi. Relevant observations of the TPO are at

page 8 of his order. It was only on the basis of Bright Line test that

the impugned ALP adjustment was made, but that approach has

already been negatived by the Hon'ble High Court. Therefore, we see

no reason to remit the matter to the file of the TPO as is prayed for by

the ld. DR. A remand to the assessment stage cannot be a matter of

routine. It has to be so done only when there is anything in the facts

and circumstances to so warrant or justify. In our considered opinion,

no new facts have emerged and all the facts brought on record during

the course of assessment proceedings, do not indicate legally

sustainable basis for remitting the matter to the file of the TPO.
                                   24


20.   Simply because the department has not accepted the judgment

of the Hon'ble Jurisdictional High Court of Delhi, the binding nature of

such judgment is not mitigated in any manner. Unless the Hon'ble

Supreme Court reverses the judgment of any High Court, the same

holds field, and remains binding on all the authorities working under its

jurisdiction.



21.   As mentioned elsewhere, the TPO has adopted cost and mark up

of 58.57%, whereas the appellant earns gross margin of 34.30%. A bare

perusal of the mandate of section 10B(1)(c) postulates under said

clause (ii) that "the amount of a normal gross profit mark-up to such

costs ..............in a comparable uncontrolled transaction ........is

determined." Thus, it is vivid that it is adjusted g.p. mark-up of the

comparables which is applied to the direct and indirect cost incurred

by the assessee in respect of international transaction for determining

ALP under cost plus method and there is no mandate for considering

the assessee's own g.p. rate for this purpose. We, therefore, do not

agree with the working done by the TPO in this regard.
                                     25


22.   We further find that the TPO has resorted to segregation of AMP

expenses as a separate international transaction requiring independent

bench marking by considering the same set of comparables as adopted

by the assessee. The Hon'ble High Court of Delhi in the case of Soni

Ericsson Mobile Communication India [P] Ltd Vs. CIT ITA No. 16/2014

has held that once the Assessing Officer/TPO accepted and adopted

TNMM but chooses to treat a particular expenditure like AMP as a

separate international transaction without bifurcation/segregation, it

would lead to unusual and incongruous results as AMP expenses was the

cost or expenses and was not diverse.          Even if the AMP expenses

incurred by the appellant company are bench marked on a separate

basis, no adjustment on account of AMP expenses would survive

because of the following :



          Particulars                                      Amount (Rs)

          Operating Margins of the assessee (OP/Revenue)      3.71%
          (A)
          Revenue of the assessee (B)                      61,63,22,894

          Operating profit of the assessee (C = A*B)        2,28,37,894

          AMP expenses (Excl. sales commission and          3,75,58,618
          discount)(D)
          Operating Profit before AMP expenses, being
                                                            6,03,96,512
          separately benchmarked (E = C+D)
          Arm's length operating margin (F)                   2.57%

          Arm's length operating profit (G = B*F)           1,58,39,490
                                        26


            Profit available for set off (H = E-G)           4,45,57,022 -

            SBI Base rate plus 300 basis points adopted by
                                                                12.75%
            TPO for benchmarking AMP expenses (I)
            Compensation for AMP expenses computed by        4,08,18,553
            TPO
            Adjustment on Account of AMP expenses after      (37,38,469)
            set off (K = J-H)




23.    Considering the facts of the case in totality from all possible

legal angles, we do not find any plausible reason for TP adjustment on

account of AMP expenses.            We, accordingly, direct the Assessing

Officer to delete the impugned adjustments.



24.       In the result, the appeal filed by the assessee in ITA No.

7574/DEL/2017 is allowed.



       The order is pronounced in the open court on 19.09.2018.



             Sd/-                                            sd/-

      [SUDHANSHU SRIVASTAVA]                            [N.K. BILLAIYA]
        JUDICIAL MEMBER                              ACCOUNTANT MEMBER


Dated:     19th September, 2018


VL/
                                  27




Copy forwarded to:

1.   Appellant
2.   Respondent
3.   CIT
4.   CIT(A)
5.   DR

                                                     Asst. Registrar,
                                                    ITAT, New Delhi


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