ITC Hikes Gold Flake Premium Cigarette Prices By Rs 10, Pack Of 10 Now Costs Rs 135

Cigarettes will become costlier as ITC Ltd will raise prices of its Gold Flake Premium cigarettes by Rs 10 per pack. It is the second increase in the brand's price since June, when it was revised.

The price of a pack of 10 Gold Flake Premium regular-size filter-tipped (RSFT) cigarettes (60-70 mm) has been increased to Rs 135 from Rs 125.

The new rise is approximately 8 per cent. The price of this pack has risen by Rs 20 with the two revisions this year, and has risen by around 17.4 per cent over the previous MRP of Rs 115.

The gold prices for premiums rose for the second consecutive time in 2026

ITC had increased the price of 10 cigarette packs from Rs 115 to Rs 125 in June. The update is coming as cigarette makers are facing harsher taxes and numerous difficulties in the legal cigarette business.

The market sources said that the stocks with the revised MRP would be delivered to the warehouses on the fourth week of November.

ITC has jacked up the price of cigarette because?

It follows a rise in price for cigarettes, which are facing a greater tax burden and a squeeze on sales in the legal market. Multiple price hikes might also cause the price difference between legal and illegal cigarettes to grow.

As the price gap between legal and illegal cigarettes widens, legal volumes continue to be under pressure, ITC has said. The company has embraced calibrated pricing, which will help to control costs and reduce the prospect of consumers finding an illegal alternative.

These pressures were evident in ITC's performance in the September quarter. Profit from its cigarette business was down 27.2 per cent year-on-year to Rs 3,813 crore from Rs 5,241 crore in the same quarter last year. Net cigarette revenue also decreased by 21 per cent.

Gold Flake Premium is beneficial for the ITC

The regular-sized cigarette business has been estimated to contribute about 46-50 per cent of ITC's cigarette business, according to the market sources, which comprises the Gold Flake Premium segment.

Cigarettes still play a big role in the company's bottom line. The current price hike comes as a way to counterbalance increased taxes and business costs with affordability for consumers.

ITC is also keen to expand its cigarette offering with new variants and trademarks that have an international appeal, and to deal with the challenge of smuggled foreign brands. The company has reported that it has seen a rise in seizures of illicit cigarette consignment, raising worries of the rise in the illegal market.

ABOUT THE AUTHOR

Susmita Modak

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Always love to raise the unraised matter. In a world of worries, I am always ready to come over my comfort zone and taking the step ahead of spreading awareness.

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