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The use of words like ‘ CHOICE’, ‘VALUE’ or ‘SUPERIOR’ on the proposed packing, which are already in use with the brand ‘More’ on the present packing, would amount to branding of goods

Shanti Prime Publication Pvt. Ltd.

Branding of goods — In respect of point (i) of Prayer to the grounds of Appeal, we do not find any infirmity with the ruling given by Authority for Advance Ruling in this behalf for Question No. 1 posed before them.

In respect of point (ii) of Prayer to the grounds of Appeal, we hold that the use or words ‘VALUE’, ‘CHOICE’ or ‘ SUPERIOR’ on the proposed packing, without altering the surrounding environment to take advantage of brand ‘MORE’, would be construed as ‘brand name’ for the purpose of Exemption Notification.

Aditya Birla Retail Ltd. [2018] 3 TAXLOK.COM 23 (AAAR-Maharashtra)