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“bright line test”

Transfer PricingSection 92CSection 92C120 judgments

The decision most relied on for bright line test is Sony Ericsson Mobile Communications India Pvt. Ltd. v. CIT (374 ITR 118), cited in 499 judgments on BharatTax.

Leading authorities on bright line test

Sony Ericsson Mobile Communications India Pvt. Ltd. v. CIT
374 ITR 118 · 2015 · High Court
499
citing judgments

The existence of an international transaction for Advertising and Marketing Promotion (AMP) expenditure requires the revenue to discharge the burden of proof. An explanation inserted under Section 92B does not automatically make AMP expenditure an international transaction.

Maruti Suzuki India Ltd. v. CIT
381 ITR 117 · 2016 · High Court
220
citing judgments

The Bright Line Test (BLT) is not a recognized method under the Income-tax Act and Rules for benchmarking advertising, marketing, and promotion (AMP) expenses or for determining the existence of an international transaction or its Arm's Length Price. The Revenue must first establish the existence and price of an international transaction before seeking an ALP adjustment.

Bausch & Lomb Eye Care (India) Pvt. Ltd. v. Additional CIT
381 ITR 227 · 2016 · High Court
127
citing judgments

The existence of an international transaction must be established before its arm's length price can be determined. An alleged 'excessive' AMP expenditure cannot unilaterally expand the scope of an international transaction if its existence is contested.

Whirlpool of India Ltd. v. DCIT
381 ITR 154 · 2016 · High Court
119
citing judgments

Advertisement, Marketing, and Promotion (AMP) expenditure incurred by an Indian entity directly benefits its own business and cannot be automatically treated as an international transaction for global brand building by associated enterprises without specific statutory provisions or proper analysis.

Maruti Suzuki India Ltd. (MSIL) v. Addl. CIT, TPO
328 ITR 210 · 2010 · High Court
39
citing judgments

AMP expenditure is not an international transaction. The Bright Line Test is not a valid basis for determining the existence of an international transaction or computing the arm's length price.

LG Electronics India Pvt. Ltd. v. ACIT
29 Taxmann.com 300 · 2013 · High Court
37
citing judgments

The 'bright line test' is not an appropriate method for determining the existence of an international transaction for calculating arm's length price. This ruling overrules prior special bench decisions on AMP expenses.

308 ITR 199 (Del) and CIT v. Spice Distribution Ltd.
374 ITR 30 · 2015 · High Court
28
citing judgments

Expenditure on advertisement and sales promotion is generally treated as business expenditure allowable under section 37 of the Income-tax Act. The Assessing Officer cannot treat revenue expenditure as deferred revenue expenditure as the Act does not have such a concept.

LG Electronics v. ACIT
22 ITR 1 · 2013 · Supreme Court
23
citing judgments

The Special Bench decision in LG Electronics v. ACIT affirmed the applicability of the 'Bright Line Test' for determining international transactions related to advertising, marketing, and promotion (AMP) expenses.

Judgments citing bright line test

DCIT, Ghaziabad vs. M/S. Devidayal Aluminium Industries Pvt. Ltd., Ghaziabad

In the result, appeal filed by the assessee is partly allowed as indicated above

ITA 3851/DEL/2016[2008-09]Status: DisposedITAT Delhi08 Jan 2025AY 2008-09

Bench: Shri S. Rifaur Rahman & Ms. Madhumita Roysony India Private Limited, Vs. Acit, Circle 22 (2), A – 18, Mohan Cooperative Indl. Area, New Delhi. Mathura Road, New Delhi – 110 044. (Pan :Aabcs1571Q) (Appellant) (Respondent) Assessee By : Shri Nageshwar Rao, Advocate Shri Parth, Advocate Revenue By : Shri S.K. Jadhav, Cit Dr Date Of Hearing : 23.09.2025 Date Of Order : 12.11.2025 O R D E R Per S. Rifaur Rahman: 1. This Appealpreferred By The Assesseeis Directed Against The Assessment Order Dated 30.07.2024Passed By The Assessment Unit, Income Tax Department Under Section 143(3) Read With Section 144C(13) R.W.S. 144Bof The Income-Tax Act, 1961 (For Short ‘The Act”) For Assessment Year 2020- 21Pursuant To The Directions Of The Dispute Resolution Panel U/S 144C(5) Of The Act Raising Following Grounds Of Appeal :-

For Appellant: Shri Nageshwar Rao, AdvocateFor Respondent: Shri S.K. Jadhav, CIT DR
Section 143(3)Section 144C(13)Section 144C(5)

making 'intensity adjustment' to adjust net 3 profit margin of comparable companies purportedly to equalise functions. 'Intensity adjustment' is mirror image of Bright Line Test (BLT) both are already invalidated by Hon'ble Courts. 7. Without prejudice to all other grounds, impugned order errs in quantifying AMP expense of appellant ... import of finished goods. Protective Transfer Pricing Adjustment in respect of international transaction for Marketing and Market Development functions ("MMDF") based on Bright Line Test ("BLT") approach In law and facts of present case: 4 15. Impugned order errs in retaining protective assessment based on BLT Contrary

L'Oreal India Private Limited, Mumbai vs. Income Tax Department, Mumbai

ITA 4577/MUM/2024[2020-21]Status: DisposedITAT Mumbai16 Dec 2024AY 2020-21

Bench: Shri Sandeep Gosain & Shri Prabhash Shankarl'Oreal India Private V/S. Assistant Commissioner Of Limited, A-Wing, 8Th Floor, Marathon Futurex, N.M. Joshi Marg, Lower Parel, Mumbai Maharashtra 400 013, बनाम Income Tax- 7(1)(1), Aayakar Bhavan, M.K. Road, Mumbai 400020, Maharashtra स्थायी लेखा सं./जीआइआर सं./ Pan/Gir No: Aaacl0738K Appellant/अपीलार्थी .. Respondent/प्रतिवादी Appellant By : Shri Niraj Sheth Respondent By : Ms. Neena Jeph (Cit Dr) Date Of Hearing 19.11.2024 Date Of Pronouncement 16.12.2024 आदेश / Order Per Prabhash Shankar [Α.Μ.] This Is An Appeal Filed By The Assessee, Challenging The Assessment Order Passed By The Assessing Officer/Transfer Pricing Officer (‘Tpo' For Short) Pursuant To The Direction Of The Hon'Ble Dispute Resolution Panel ('Drp' For Short), Passed U/S. 143(3) R.W.S. 144C(13) R.W.S. 144B Of The Act Relevant To The Assessment Year (A.Y. For Short) 2020-21.The Assessee Has Challenged The Grounds Of Transfer Pricing Adjustment On Account Of Advertisement, Marketing & Promotion (Amp) Expenses. Following Are The Grounds Raised By The Assessee: Page 2

For Appellant: Shri Niraj ShethFor Respondent: Ms. Neena Jeph (CIT DR)
Section 143(3)Section 4Section 92Section 92BSection 92C

arbitrarily and in an adhoc manner selecting comparable companies for manufacturing and distribution segment without adopting a scientific search process for applying bright line test

Tupperware India Pvt. Ltd., New Delhi vs. JCIT, Special Range- 9, New Delhi

Accordingly, ground Nos. 10, 11 and 12 are allowed subject to the above directions

ITA 8135/DEL/2018[2014-15]Status: DisposedITAT Delhi25 Jul 2024AY 2014-15

Bench: Shri Shamim Yahya & Shri Vimal Kumartupperware India Pvt. Ltd., Vs. Jcit, Spl. Range 9, 204 – 206, Tolstoy House, New Delhi. 15, Tolstoy Marg, Connaught Place, New Delhi – 110 001. (Pan : Aaact3770D) (Appellant) (Respondent) Assessee By : Shri Rohit Tiwari, Advocate Ms. Tanya, Advocate Revenue By : Shri Zafrul Haque Tanweer, Cit Dr Date Of Hearing : 08.07.2024 Date Of Order : 25.07.2024 Order Per Shamim Yahya: This Appeal Filed By The Assessee Is Directed Against The Order Of The Assessing Officer Dated 26.10.2018 Pursuant To The Directions Issued By The Ld. Drp For The Assessment Year 2014-15. 2. Grounds Of Appeal Taken By The Assessee Read As Under :-

For Appellant: Shri Rohit Tiwari, AdvocateFor Respondent: Shri Zafrul Haque Tanweer, CIT DR
Section 143(3)Section 144C

Appellant is the economic owner of marketing intangibles commensurate with the functions performed in India; 4.4 not appreciating the fact that application of bright line test ("BLT") is not permissible in the light of the judicial precedents on the issue; 4.5 not providing any reason / documentary evidence to demonstrate that ... accept the overbearing and orotund submission that the exercise to separate 'routine ' and 'nonroutine' AMP or brand building exercise by applying bright line test' of non-comparables and in all case, costs or compensation paid for AMP expenses would be ‘NIL or at best would mean the amount or compensation