11] In matters such as this, there is certain sanctity to the 'cut off date' stated in the advertisement inviting applications for award of dealership. The general terms and conditions referred to earlier, specified that no addition, deletion, alteration will be permitted in the application, once the same is submitted. It was also specified that no additional documents whatsoever will be accepted or considered after the cut off date of the application. The same conditions are reiterated in the guidelines for selection of the Retail Outlet Dealers. In such circumstances, to permit or direct the Respondents to relax the time schedule or to accept additional documents after the prescribed cut off date may not be legal and proper. This is not a matter between the Petitioner and the Respondents. This is a matter which concerns other eligible applicants, who may not have applied in pursuance of advertisement dated 15.09.2011 because they were in no position to meet the prescribed deadline in matter of compliances. To permit the relaxation in time schedule in favour of the Petitioner or to direct the Respondents to accept additional documents after the cut off date in case of the Petitioner, may virtually amount to directing the Respondents to act against their own terms and conditions published for benefit of all intending applicants. This, in our opinion, will not be appropriate.