Query related to tax treatment against business gifts to customer like car etc in hand of customer

Sir, please give me suggestion regarding business entity distribute Certain Business gifts to Its customers as a reward against achievement of sale targets.he is of the view that it is non-taxable in his hand as sale promotion expenses for achieving sale targets criteria now question is what will be the accounting and tax treatment in hand of its customers.all the items are to be distributed are in kind viz.cars,laptops,Tv etc.