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Bench: Shri George George K, Jm & Ms.Padmavathy S, Am
section 37(1) of the Act. 11.1 The AO held that ‘brand’ being an intangible asset, any expense incurred towards development of brand or brand promotion leads to an enduring benefit and should be capitalized. The AO therefore disallowed an amount of 23 M/s.United Breweries Limited. Rs.13,76,00,000 and added the same to the returned income