Tds on display charges on products displayed in supermarket

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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