The Central Board of Direct Taxes (CBDT) has issued Circular No. 9/2025, updating the framework related to inoperative Permanent Account Numbers (PANs). This clarification aims to help taxpayers understand the consequences of not linking PAN with Aadhaar and the procedures to restore PAN functionality
Key Changes Introduced
Under the new update, OEMs (Original Equipment Manufacturers) will now have enhanced authority over their product listings and brand visibility. Resellers will be required to obtain fresh brand approvals and authorization codes, even for previously listed products.
Some of the major updates include:
Mandatory brand approval by OEMs for every reseller
Centralized control over product specifications and pricing for OEMs
Expiry of older authorizations; sellers must upload updated authorization letters
OEMs can now deactivate resellers who misuse brand credentials or violate platform norms
This overhaul comes as a response to rising concerns about unauthorized listings, counterfeit products, and pricing discrepancies affecting buyer trust on the portal.
What OEMs Must Do
Manufacturers and brand owners are now expected to:
Regularly log in to their GeM OEM Panel
Review and approve reseller requests using the updated interface
Monitor listings under their brand and report violations
Upload new or revised brand authorizations for ongoing access
Failure to act may result in resellers losing listing rights or buyers being misled, ultimately affecting brand reputation.
Impact on Resellers
Resellers are advised to:
Revalidate their brand associations
Ensure that all listed products are approved by respective OEMs
Use only authorized documentation for brand onboarding
Follow standard specifications and pricing set by the OEM
Non-compliant resellers may face product removal, penalties, or suspension from GeM.
GeM’s Focus on Market Integrity
These changes are part of GeM’s ongoing efforts to enhance procurement transparency and ensure that only verified sellers operate on the platform. With public procurement volumes increasing, the platform seeks to safeguard the interests of government buyers and registered sellers alike.
