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usiness strategies, market penetration, increase or save its market share are relevant and material factors determining prices and profit. All these factors have to be taken into consideration while eliminating the material effects which warrants some kind of reasonable accurate adjustments. Therefore, after going through the facts of the assessee’s case under consideration, it seems to us that selective application of CUP Method by TPO isad hoc,and without any cogent basis, hence the entire approach followed by the learned TPO in rejecting the TP study memorandum of assessee for application of TNMM is unjustified. For the reasons set out above, we find no infirmity in the order passed by the learned CIT(A). That being so, we decline to interfere in the order of learned CIT(A), his order on this issue is hereby upheld and ground of appeal raised by the Revenue is dismissed. 30. In the result, the appeal filed by the Revenue (in ITA No. 1066 for asst. yr. 2012-13) is dismissed.

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Section 92C of the Income Tax Act, 1961 — Transfer Pricing — Computation of arms length price — Is the well settled legal position that factual matters which permeate through more than one assessment year, if the revenue has accepted a particular view or proposition in the past, it is not open to the Revnue to take an entirely contrary or different stand in a later year on the same issue, involving identical facts unless and until a cogent case is made out by the AO on the basis of change of facts, admittedly in the facts of the assessee's case, the loan as advanced to the AE in earlier years which continued in the relevant financial year 2010-11 and the subsequent years as well, thus, when the revenue has accepted the interest of 8percent charged on the same loan to be at arms length in the earlier as well succeeding transfer pricing assessments, there was no cogent reason to adopt a contrary view in the relevant year — Deputy Commissioner of Income tax vs. Emami Ltd. [2018] 196 TTJ (Kolkata) 570

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