AMP Adjustment Deleted for MLM Company; Consistency Followed
Issue
Whether commissions paid to distributors by a Multi-Level Marketing (MLM) company can be treated as Advertising, Marketing, and Promotion (AMP) expenses incurred for the benefit of the foreign parent entity (creating an “international transaction”), and whether adjustments can be made to the arm’s length price on this basis.
Facts
Assessment Year: 2021-22.
Business Model: The assessee is engaged in direct selling of consumer products through Multi-Level Marketing (MLM).
The Adjustment: The Transfer Pricing Officer (TPO) treated the commission paid to distributors as AMP expenses. The TPO argued that these expenses promoted the foreign parent’s brand in India and thus constituted an “international transaction” requiring an adjustment.
Precedent: In the immediately preceding assessment year, the Tribunal had deleted identical additions. It ruled that:
Commission paid to distributors is a sales incentive, not an AMP expense.
AMP expenses in this context did not constitute an “international transaction” requiring compensation from the foreign AE.
Decision
Principle of Consistency: The Tribunal noted that the facts and the TPO’s observations were identical to the previous year. Since the issue had already been decided in favor of the assessee by the Tribunal in the earlier year, the principle of consistency must be followed.
Nature of Expense: Reaffirming the earlier view, the commission paid to MLM distributors cannot be re-characterized as brand-building expenses for the foreign parent.
Ruling: The AMP adjustment was deleted.
Key Takeaway
MLM Commissions ≠ Brand Building: For direct selling companies, commissions are “direct selling incentives” paid to individuals for sales, not “brand promotion” expenses. This distinction is crucial to avoid Transfer Pricing adjustments where the taxman argues you are building a foreign brand for free.
II. CSR Expenses are Eligible for Section 80G Deduction
Issue
Whether an assessee can claim a deduction under Section 80G (Donations) for expenditure that is classified as Corporate Social Responsibility (CSR), given that Explanation 2 to Section 37(1) specifically bars CSR expenses from being claimed as “business expenditure.”
Facts
Assessment Year: 2021-22.
The Claim: The assessee claimed a deduction of Rs. 3.75 Lakhs under Section 80G for donations made to eligible charitable funds.
The Disallowance: The Assessing Officer (AO) disallowed the claim, arguing that since the donation was part of the mandatory CSR expenditure, it was hit by the bar under Section 37(1) (which says CSR is not a deductible business expense).
Decision
Two Different Provisions: The Tribunal clarified the legal distinction:
Section 37(1): Disallows CSR as a business expense (i.e., you cannot reduce your Net Profit by CSR amounts to arrive at taxable business income).
Section 80G (Chapter VI-A): Allows a deduction from Gross Total Income for donations made to specific funds.
No Conflict: The restriction in Section 37 applies only to the computation of business income. It does not place any restriction on claiming deductions under Chapter VI-A (like 80G).
Ruling: Since the donation was made to an 80G-approved institution, the deduction is valid, even if the payment counted towards the company’s CSR compliance.
Key Takeaway
Double Benefit Strategy: While you cannot treat CSR as a P&L expense to reduce your Operating Profit, you can utilize your CSR budget to donate to 80G-registered funds (like the PM Cares Fund or other approved charitable trusts). This allows you to claim a 50% or 100% deduction on that amount from your total income, effectively saving tax on your CSR spend.
and Manish Agarwal, Accountant Member
[Assessment year 2021-22]
“2.3.9.1 In this view of the matter, on consideration of the submissions of the assessee and observations of the TPO himself/herself in preceding assessment years, we are of the considered view that assessee being engaged in the direct sale model of business wherein commission and incentive/retail margin is paid to the distributors, only linked to sales, in the business model of the assessee, and similar cases, commission and incentives paid to distributors can at no stretch of imagination be considered as advertisement, marketing and promotion expenses. If that be so, in any business of distribution or trading the expenses incurred for creating distributors/dealers, and for enhancing distributor/dealer base or for incentivizing the distributor/dealers for increasing sales in the form of payment of commission/incentives or for rewarding good distributor/dealers would constitute AMP expenses. In view of this conclusion of ours, the TPO’s conclusion in this year that the commission agents are actually the marketing agents who are responsible for selling as well as popularizing the products of the brand “AMWAY”, and that commission “are earned through firstly, increasing sales and secondly, through introducing new commission agents” and that “since a portion of this commission is in fact for introduction of new commission agents, it can be seen that a part of this commission is actually delinked from direct sales and contributing instead to brand awareness and market penetration only is not appropriate in the business model of the assessee, and therefore such conclusion of the TPO cannot be approved. As such, in our considered view the expenses on account of commission paid for creating distributors/dealers, and for enhancing distributor/dealer base or for incentivizing the distributor/dealers for increasing sales, and expenses for similar purposes booked under ‘seminars’, ‘literature, postage and others’, ‘distributor training’, cannot be considered as AMP expenses which could be benchmarked as an international transaction.”
“18. From the various details furnished by the assessee in the paper book, we find no adjustment on account of AMP was made for AY 2009-10 although the assessee had same business model and the facts and circumstances of the matter are the same. The copy of the order of the TPO for AY 2009-10 is placed at page 530 of the paper book. Similarly, the perusal of the TPO order for AY 2010-11, copy of which is placed at paper book page 528, shows that no such addition on account of AMP expenses has been made. Similar is the case for AY 2011-12 and 2012-13 and the orders of the TPO are placed at pages 524 to 527 of the paper book. Similarly, perusal of the paper book page 532 shows that for AY 2013-14, an adjustment of Rs.512,47,66,707/- was proposed in the show cause notice dated 21.10.2016 on account of AMP adjustment, but, after considering the reply of the assessee and the facts and circumstances of the matter which are identical to the facts and circumstances for the year under consideration, no addition was made in the order passed by the TPO, copy of which is placed at pages 536 to 556 of the paper book. Similarly, for AY 2014-15 also no adjustment was made after considering the submissions of the assessee. We find from the various details furnished by the assessee including the TPO appeal effect order for AY 2015-16, copy of which is placed at page 497 of the paper book, that adjustment of Rs.216,39,19,833/- was made on protective basis and adjustment of Rs.226,12,38,588/- was made on substantive basis by the TPO, copy of which is placed at page 279 of the paper book. We find, after the various submissions made by the assessee, the DRP considered the entire facts and circumstances of the matter in exhaustive details and deleted both substantive and protective addition. Copy of the DRP order is placed at page 431 of the paper book. The TPO has already passed the order giving effect to the order of the DRP and, in the final order passed by the TPO, no adjustment on account of AMP has been made, the details of which have already been reproduced in the preceding paragraph. Therefore, in view of the rule of consistency from AY 2009-10 to 2015-16 and considering the fact that the assessee had the same business model and the facts and circumstances of the matter for the impugned assessment year are the same, we set aside the order of the AO/TPO/DRP and direct the AO/TPO to delete the addition.”
| Page/page No. | AY 2020-21 | Para/page No. | AY 2021-22 |
| 1-3 | Capture basic facts about TP Study | 1-3 | Captures basic facts about TP Study |
| 3-12 | Quotes from show-cause notice dated 22.07.2023 wherein alleged AE related AMP of Rs. 503.68 crores including commission of Rs.439.08 crores were taken as base figure for AMP adjustment. | 3-12 | Quotes from copy paste show cause notice dated 09.10.2023 wherein alleged AE related AMP of Rs.628.82 crores including commission of Rs. 587.48 crores w ere taken as base figure for AMP adjustment. |
| 12-14 | AMP is an international transaction in this case | 12-14 | AMP is an international transaction in this case |
| 15-16 | Quoted section 92B and held AMP expenditure including commission is International Transaction; “It is evident from the above extracted provision that arrangement between two AEs for allocation or apportionment of or any contribution to, any cost or expense incurred or to be incurred in connection with a benefit, service or facility provided or to be provided to any one or more of such enterprises is an international transaction. In this case, admittedly, the taxpayer has incurred the cost of AMP for the benefits of its AC as discussed in the order; accordingly, AMP & Commission expenditure of Rs.503,68,00,000/- is international transaction u/s 92B(1) read with clause ( v ) of section 92F. | Copy Paste quoted section 92B and held AMP expenditure including commission is International Transaction; “It is evident from the above extracted provision that arrangement between two AES for allocation or any apportionment of or contribution to, any cost or expense incurred or to be incurred in connection with a benefit, service or facility provided or to be provided to any one or more of such enterprises is an international transaction. In this case, admittedly, the taxpayer has incurred the cost of AMP for the benefits of its AE as discussed in the order; accordingly, AMP & Commission expenditure of Rs.628,82,00,000/- is international transaction u/s 92B(1) read with clause ( v ) of section 92F. | |
| 16 | 6.14 The assessee has used TNMM to benchmark its international transactions. The undersigned is in concurrence with the assessee on the most appropriate method. 6.15 However, given the AMP function of the assessee, which may be absent in other comparables, there needs to be an AMP intensity adjustment. 6.16 It is to be noted that the intensity adjustment finds approval in the law as well as judicial decisions. | 6.14 The assessee has used TNMM to benchmark its international The transactions. undersigned is in concurrence with the assessee on the most appropriate method. 6.15 However, given the AMP function of the assessee, which may be absent in other comparables, there needs to be an AMP intensity adjustment made to the margins of the comparable companies. 6.16 It is to be noted that the intensity adjustment finds approval in the law as well as judicial decisions. | |
| 17-19 | TPO unilaterally calculated the operating margins and chose the final comparables. | TPO unilaterally calculated the operating margins and chose the final comparables. | |
| 19-36 | TPO unilaterally calculated adjusted weightage average OP/OR for each selected comparabels by what he called to be AMP Intensity approach which has no basis in Transfer Pricing Regulation | TPO unilaterally calculated adjusted weightage average OP/OR for each selected comparables by what he called to be AMP Intensity approach which has no basis in Transfer Pricing Regulation. | |
| 37-38 | TPO unilaterally worked out the Median and made the adjustment of Rs.1.31,72,21,192/- | 30-31 | TPO unilaterally worked out the Median and made the adjustment of Rs.170,31,42,080/-. |
“15. In our view, expenditure incurred under section 30 to 36 are claimed while computing income under the head, ‘Income form Business and Profession”, whereas monies spent under section 80G are claimed while computing “Total Taxable income” in the hands of assessee. The point of claim under these provisions are different.
16. Further, intention of legislature is very clear and unambiguous, since expenditure incurred under section 30 to 36 are excluded from Explanation 2 to section 37(1) of the Act, they are specifically excluded in clarification issued. There is no restriction on an expenditure being claimed under above sections to be exempt, as long as it satisfies necessary conditions under section 30 to 36 of the Act, for computing income under the head, “Income from Business and Profession”.
17. For claiming benefit under section 80G, deductions are considered at the stage of computing “Total taxable income”. Even if any payments under section 80G forms part of CSR payments (keeping in mind ineligible deduction expressly provided u/s.80G), the same would already stand excluded while computing, Income under the head, “Income form Business and Profession”. The effect of such disallowance would lead to increase in Business income. Thereafter benefit accruing to assessee under Chapter VIA for computing “Total Taxable Income” cannot be denied to assessee, subject to fulfilment of necessary conditions therein.
18. We therefore do not agree with arguments advanced by Ld. Sr. DR.
19. In present facts of case, Ld.AR submitted that all payments forming part of CSR does not form part of profit and loss account for computing Income under the head, “Income from Business and Profession”. It has been submitted that some payments forming part of CSR were claimed as deduction under section 80G of the Act, for computing “Total taxable income”, which has been disallowed by authorities below. In our view, assessee cannot be denied the benefit of claim under Chapter VI A, which is considered for computing ‘Total Taxable Income”. If assessee is denied this benefit, merely because such payment forms part of CSR, would lead to double disallowance, which is not the intention of Legislature.
20. On the basis of above discussion, in our view, authorities below have erred in denying claim of assessee under section 80G of the Act. We also note that authorities below have not verified nature of payments qualifying exemption under section 80G of the Act and quantum of eligibility as per section 80G(1) of the Act.”
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