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Interpretation of provisions of section 37(3A) of the Income-tax Act, 1961 regarding expenditure on prize coupons for sales promotion. Analysis: The case involved a reference to the High Court regarding the legality of the Income-tax Appellate Tribunal's decision on the expenditure incurred by the assessee on prize coupons for sales promotion. The Tribunal had allowed the claim of the respondent, holding that the expenditure did not fall under the provisions of section 37(3A) of the Act. The respondent had introduced a prize scheme where customers could win small amounts through coupons inserted in some bundles of biri, a type of cigarette. The assessing authority disallowed a portion of the expenditure exceeding Rs. 1,00,000 under section 37(3A). The Commissioner of Income-tax (Appeals) upheld the disallowance, but the Tribunal reversed the decision, stating that the expenditure did not strictly align with the terms "advertisement, publicity, and sales promotion" as per the Act. The High Court analyzed the nature of the expenditure and concluded that the prize scheme was indeed a form of sales promotion intended to attract customers. The Court noted that not all customers received the prize coupons, indicating a selective promotional strategy. Referring to the provisions of section 37(3A) and (3B) of the Act, the Court emphasized that the expenditure in question fell under the category of sales promotion, which warranted the disallowance as per the law. Therefore, the Tribunal's decision to delete the disallowance was deemed unjustified by the High Court. In response to the question referred, the High Court ruled in favor of the Revenue and against the assessee, directing that the excess expenditure on the prize scheme should be disallowed as per section 37(3A) of the Income-tax Act, 1961. The Court highlighted the specific criteria under the Act for determining disallowances related to sales promotion expenditures, emphasizing the legislative intent behind such provisions. The judgment serves as a clarification on the interpretation and application of the relevant sections of the Income-tax Act in cases involving promotional expenses incurred by businesses.
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