The Section 194 A shall not apply for:-
(iii) to such income credited or paid to
(a) any banking company to which the Banking Regulation Act, 1949 (10 of 1949), applies, or any co-operative society engaged in carrying on the business of banking (including a co-operative land mortgage bank), or
(b) any financial corporation established by or under a Central, State or Provincial Act, or
(c) the Life Insurance Corporation of India established under the Life Insurance Corporation Act, 1956 (31 of 1956), or
(d) the Unit Trust of India established under the Unit Trust of India Act, 1963 (52 of 1963), or
(e) any company or co-operative society carrying on the business of insurance, or
(f) such other institution, association or body 29[or class of institutions, associations or bodies] which the Central Government may, for reasons to be recorded in writing, notify30 in this behalf in the Official Gazette;
As ABC and Co. is a non banking financial company, even though the Banking Regulations Act applies on them, you still have to do TDS on their payment. However, they could be having a certificate from their assessing officer to allow TDS at nil or lower rates. If they do have this, then you can obtain a copy from them and deduct nil or lower rate as applicable. therefore ask them to submit copy of such certificate or else you would deduct TDS and pay them.