Now
a days lot of TP discussion is going with reference to Bright line test. The
concept of the same is new to the tax world and hence in this respect few
briefings given below.
The Concept:
Routine
or day-to-day marketing or sale promotion expenses even, when excessive and
exorbitant, would not amount per se to ―brand building‖ expenses. It would be
incorrect to treat advertisement as equivalent or synonymous with ―brand
building‖ for the latter in commercial sense refers to several facets and
components.
Any excess expenditure beyond the bright line should be
regarded as a separate international transaction of brand building. Such a
broad-brush universal approach is unwarranted and would amount to judicial
legislation.
There is nothing in the Act or the Rules to hold that it
is obligatory that the AMP expenses must and necessarily should be subjected to
bright line test and the non-routine AMP expenses as a separate transaction to
be computed in the manner as stipulated.
Delhi
High Court Judgement.
TBM represented the recent path breaking decision
rendered by the Delhi High Court (“DHC”), in the case of Sony Ericsson Mobile
Communication India Pvt. Ltd. v CIT and a batch of 17 connected appeals and
cross-appeals, dealing with Transfer Pricing dispute related to marketing
intangible.
DHC ruled that advertising,
marketing and promotion expenses (“AMP”) spend in India in relation to a
foreign brand constituted an international transaction. DHC laid down important
transfer pricing principles, namely, (a) ‘Bright Line Test’ applied by the
Revenue has no statutory mandate, and the contention of the Revenue that any
excess expenditure beyond the bright line should be regarded as separate
international transactions is unwarranted; (b) clubbing of closely linked
transactions is permissible; (c) benchmarking of a bundle of transactions
applying entity wide transactional net margin method (“TNMM”) is permissible;
(d) once the Revenue accepts the TNMM as the most appropriate method, then it
would be inappropriate for the Revenue to treat a particular expenditure like
AMP as a separate international transaction; and (e) compensation for AMP
expenses could also be benchmarked under resale price method (“RPM”) or cost
plus method. The Court concluded that when TNMM and RPM methods adopted and
applied show that the net / gross profit margins are adequate, no further
Transfer Pricing adjustment on account of AMP expenses would be warranted.
TBM View
It is a welcome and
significant judgment in the arena of transfer pricing. The maiden ruling lays
down the broad parameters to be applied in case of AMP spend adjustments which
would serve as a guiding principle to the transfer pricing officers.