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Case summary · 10 August 2026

India vs Suzuki Motorcycle India Pvt Ltd, August 2026, High Court of Delhi, Case No ITA 188/2025 and ITA 191/2025

Arms Length PrincipleMarketing and Procurement HubsTransfer Pricing Methods
AdvertisingAutomotive industryBright Line Test (BLT)MarketingMarketing and promotionMarketing intangiblesTransfer pricing methods

Judgment summary

The appellant, Pr. Commissioner of Income Tax, Delhi-7, filed two appeals under Section 260A of the Income Tax Act, 1961, challenging the order dated 22.11.2022 passed by the Income Tax Appellate Tribunal, Delhi Bench 'I' (para 1).

The Department framed a question of law asking whether the Tribunal was justified in rejecting the AMP adjustment by applying the Bright Line Test, relying on Sony Ericsson Mobile Communications India Pvt. Ltd. v. Commissioner of Income Tax [2015] 374 ITR 118 (Delhi) and Maruti Suzuki Ltd. v. Commissioner of Income Tax [2016] 381 ITR 117 (Delhi), when those cases were pending before the Supreme Court on the AMP expenses issue (para 1).

The respondent's counsel argued that the Court had held in numerous cases that the Bright Line Test is not a method sanctioned by law, and referred to the rejection by the Supreme Court, vide order dated 20.11.2024, of SLP(C) 29270/2016 titled Commissioner of Income Tax (LTU) v. M/s Whirlpool Of India Ltd., filed against the judgment dated 22.12.2015 in ITA 610/2014 (paras 3-4).

The Department's counsel countered that the SLPs against Sony Ericsson and Maruti Suzuki remained pending before the Supreme Court, meaning the very issue of whether the Bright Line Test can be used to determine if AMP expenses constitute an international transaction was still undecided (para 5).

The Court dismissed the appeals, following its judgments in Sony Ericsson and Maruti Suzuki, but clarified that the Revenue need not file a separate appeal, and that if the pending SLPs against those judgments were allowed, the law so declared would apply mutatis mutandis to the assessee's case (para 6).

Background

The appeals arose from an order dated 22.11.2022 of the Income Tax Appellate Tribunal, Delhi Bench 'I', New Delhi, which had rejected an AMP (Advertising, Marketing and Promotion) adjustment made against the respondent, applying the Bright Line Test (para 1).

The Tribunal's decision relied on the Delhi High Court's earlier rulings in Sony Ericsson Mobile Communications India Pvt. Ltd. v. Commissioner of Income Tax [2015] 374 ITR 118 (Delhi) and Maruti Suzuki Ltd. v. Commissioner of Income Tax [2016] 381 ITR 117 (Delhi) (paras 1-2).

Core dispute

The core dispute was whether the Tribunal was justified in rejecting the AMP adjustment by applying the Bright Line Test, in reliance on Sony Ericsson and Maruti Suzuki, given that appeals in those cases were pending before the Supreme Court on the question of AMP expenses (para 1).

The respondent contended the Bright Line Test is not a method sanctioned by law and pointed to the Supreme Court's rejection of the SLP in the Whirlpool case as supporting dismissal of the Department's appeals (paras 3-4).

The Department maintained that the very legal question, whether the Bright Line Test can be used to determine if AMP expenditure amounts to an international transaction, remained sub judice before the Supreme Court in the Sony Ericsson and Maruti Suzuki matters (para 5).

Court findings

The Court noted that the Tribunal had relied on the Sony Ericsson and Maruti Suzuki judgments of the Delhi High Court (para 2).

Having considered the submissions of both parties, the Court decided to follow its own judgments in Sony Ericsson and Maruti Suzuki and dismissed the Department's appeals (para 6).

Outcome

The Court dismissed the appeals filed by the Department, following the judgments in Sony Ericsson and Maruti Suzuki (para 6).

The Court clarified that the Revenue would not be required to file separate appeals against this order, and that if the SLPs/appeals filed by the Revenue against the Sony Ericsson and Maruti Suzuki judgments were allowed by the Supreme Court, the law so declared would apply mutatis mutandis to the assessee's case, with consequences following accordingly (para 6).

All pending applications were disposed of (para 7).

Tp method highlighted

The dispute concerned the use of the Bright Line Test as a method to determine whether AMP (Advertising, Marketing and Promotion) expenditure constituted an international transaction for transfer pricing purposes. The respondent argued, with reference to the Court's own precedents, that the Bright Line Test is not a method sanctioned by law (para 3). The Department's proposed question of law directly concerned the Tribunal's application of this test in rejecting the AMP adjustment (para 1).

Major issues / areas of contention

  • Whether the Tribunal was justified in rejecting the AMP adjustment by applying the Bright Line Test.
  • Whether reliance on Sony Ericsson and Maruti Suzuki was appropriate given that appeals in those cases were pending before the Supreme Court.
  • Whether the Bright Line Test is a method sanctioned by law for determining AMP expenses as an international transaction.
  • The effect of the Supreme Court's rejection of the SLP in the Whirlpool case on the present appeals.
  • Whether the Department needed to file separate appeals in light of the pending SLPs against Sony Ericsson and Maruti Suzuki.