Tds on display charges on products displayed in supermarket

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Whether TDS is applicable on Display Charges on Products displayed in Supermarket (ie. Product Listing Fees)? If yes, under which section?

Replies (2)
I think it is more like an advertising, and so TDS u/s 194C may apply. Wait for more replies.

It is akin to hiring of space. TDS should be u/s 194 I

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