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I.T.A. NOS. 3823 & 3729/DEL/2009 3 Video 31,02,82,43,093 33,60,03,62,011 8.29% International Ltd.

4 BS Refrigerators 78,68,55,420 60,43,09,913 -23.20% 5 Symphony 28,17,62,969 20,42,91,997 -27.50% Comfort Systems Ltd.

6       Hitachi    Home 1,98,24,54,000 1,75,02,84,667                  -11.71%
        and           Life
        Solutions (India)
        Ltd.
7       Godrej             4,58,01,67,000 6,63,87,000                  -98.55%
        Appliances Ltd.
8       Carrier    Aircon 3,18,42,85,000 3,30,11,78,667                3.67%
        Ltd.
9       Whirlpool       of 9,86,74,97,000 8,76,76,83,200               -11.15%
        India Ltd.
        Average increase in sales of the comparables.                  -15.40%
Tested LG    Electronics 20,03,99,94,000 27,06,16,51,552 35.04%
party  India


      Study undertaken by the               appellant    through        external
     advertisement agency 'LINTAS'

13. Ld. Commissioner of Income Tax (A) further referred to the following table which showed that assessee's sales had increased by 35.04% during the financial year 2002-03 whereas the sales of comparables companies reduced by 15.49%. That this clearly implies that the assessee derived significant benefit due to its advertisement expenses during the World Cup.


S.No.     Company             Sales (for a period of 12 months)        %
                                                                       increase
                                                                       in sales
                              F.Y. 2001-02      F.Y. 2002-03
1         Videocon            9,35,47,67,773    9,54,80,65,335         2.07%
          appliances Ltd.
2         Videocon            5,38,40,05,415    6,43,37,53,460         19.50%
          Communications
          Ltd.
3         Video               31,02,82,43,093 33,60,03,62,011 8.29%
          International
          Ltd.
4         BS Refrigerators    78,68,55,420      60,43,09,913           -23.20%
5         Symphony            28,17,62,969      20,42,91,997           -27.50%
          Comfort
          Systems Ltd.
6         Hitachi    Home     1,98,24,54,000    1,75,02,84,667         -11.71%
          and          Life
          Solutions (India)
          Ltd.
7         Godrej              4,58,01,67,000    6,63,87,000            -98.55%
          Appliances Ltd.
8         Carrier   Aircon    3,18,42,85,000    3,30,11,78,667         3.67%
          Ltd.
9         Whirlpool      of   9,86,74,97,000    8,76,76,83,200         -11.15%


                                                   I.T.A. NOS. 3823 & 3729/DEL/2009


        India Ltd.
        Average increase in sales of the comparables.                 -15.40%
Tested LG    Electronics 20,03,99,94,000 27,06,16,51,552 35.04%
party  India
2 Videocon 5,38,40,05,415 6,43,37,53,460 19.50% Communications Ltd.
3 Video 31,02,82,43,093 33,60,03,62,011 8.29% International Ltd.
4 BS Refrigerators 78,68,55,420 60,43,09,913 -23.20% 5 Symphony 28,17,62,969 20,42,91,997 -27.50% Comfort Systems Ltd.
6         Hitachi    Home 1,98,24,54,000       1,75,02,84,667          -11.71%
          and          Life
          Solutions (India)
          Ltd.
7         Godrej            4,58,01,67,000     6,63,87,000             -98.55%


                                                  I.T.A. NOS. 3823 & 3729/DEL/2009


         Appliances Ltd.
8        Carrier    Aircon 3,18,42,85,000 3,30,11,78,667             3.67%
         Ltd.
9        Whirlpool      of 9,86,74,97,000 8,76,76,83,200             -11.15%
         India Ltd.
         Average increase in sales of the comparables.               -15.40%
Tested LG    Electronics 20,03,99,94,000 27,06,16,51,552 35.04%
party  India


      From the above table, it is seen that        assessee's sales had