Gold Flake Cigarettes Get Costlier Again! ITC Raises Prices By Rs 10; Check Latest MRP

ITC Ltd has revised the prices of its popular Gold Flake Premium cigarettes for the second time in 2026, adding to the cost of a regular smoking habit. The latest move comes as the cigarette maker navigates an unprecedented tax increase, pressure on its cigarette business profitability and growing concerns over the shift of consumers towards cheaper, illicit alternatives.

ITC Hikes Gold Flake Cigarette Prices Again In 2026

Under the latest revision, the maximum retail price (MRP) of a pack of 10 Gold Flake Premium regular-size filter-tipped cigarettes has increased by Rs 10 to Rs 135 from Rs 125. The change applies to cigarettes in the 60-70 mm category, according to a CNBC-TV18 report citing people familiar with the development.

Gold Flake Premium Cigarette Price; Check Latest Rates

The latest increase follows an earlier revision in June 2026, when ITC raised the price of the same 10-cigarette pack from Rs 115 to Rs 125. With the latest adjustment, the pack costs Rs 20 more than it did before the June revision, representing a cumulative increase of approximately 17.4%.

The price changes reported during the year indicate substantial upward revisions for the brand. CNBC-TV18 has also reported that Gold Flake RSFT prices were increased from Rs 95 to Rs 125 per pack in February 2026. The reported February and June price points do not form a consistent sequence, so the exact chronology of the revisions would need to be verified.

For consumers who regularly purchase a pack a day, the latest Rs 10 increase translates into an additional Rs 300 over 30 days compared with the previous price.

Why Is ITC Increasing Cigarette Prices?

The latest price revision comes amid significant tax-related pressure on the cigarette industry. Cigarettes in India attract substantial indirect taxes, and changes in the tax burden can prompt manufacturers to adjust retail prices to protect their margins.

Price increases can help companies offset higher costs and preserve earnings per unit. However, they also carry the risk of affecting demand, particularly when consumers become more sensitive to price changes. Some buyers may cut back on purchases or switch to cheaper products, limiting the benefit manufacturers expect from higher prices.

For ITC, the challenge is to balance pricing decisions with the need to retain consumers in the legal cigarette market. The outcome will be important for its cigarettes business, which remains a significant contributor to the company's operations.

ITC Cigarette Business Under Pressure After Tax Hike

The latest pricing action comes after ITC flagged challenges in its cigarettes business following what it described as an unprecedented tax increase. The company has indicated that the segment remains under pressure, although its sequential performance has improved.

According to the figures cited in the report, the cigarettes segment's profit before interest and tax (PBIT) declined 27% year-on-year. PBIT reflects the operating profit generated before interest and tax expenses, making it an important measure of the segment's financial performance.

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