ITC has raised cigarette prices again, with its popular Gold Flake Premium brand becoming more expensive for consumers. The latest revision takes the maximum retail price of a 10-cigarette pack to Rs 135 from Rs 125, marking the second price increase for the brand this year.
The latest revision, reported through dealer-level market checks, represents an increase of around 8% from the previous price. With the latest hike, Gold Flake Premium has become 17.4% more expensive compared with its price at the beginning of 2026.
Gold Flake Premium crosses Rs 130
At the start of the year, a 10-stick pack of Gold Flake Premium was priced at Rs 115. In June, ITC increased the price to Rs 125. The latest Rs 10 increase has now pushed the price to Rs 135.
In absolute terms, consumers are paying Rs 20 more for the same 10-cigarette pack compared with the beginning of the year.
The latest increase is part of a wider series of price revisions across ITC’s cigarette portfolio in 2026.
Other ITC cigarette brands also costlier
ITC has already revised the prices of several other popular brands.
The price of a 20-cigarette pack of Classic Connect was recently increased from Rs 390 to Rs 428, representing a rise of about 9.74%. Meanwhile, the price of a 10-cigarette pack of Gold Flake Super Star increased from Rs 79 to Rs 89, a rise of about 12.66%.
These brands had also undergone earlier price revisions this year. Classic Connect, for instance, moved from Rs 300 to Rs 360 and subsequently to Rs 390, while Gold Flake Super Star was raised from Rs 59 to Rs 70 during the February price changes.
Higher taxes behind repeated price revisions
The cigarette industry’s pricing strategy has been influenced by changes to the tax structure introduced from February 1, 2026.
Cigarettes moved to a 40% GST rate, along with an additional excise-duty structure based on factors including cigarette length and whether the cigarette is filtered. The higher tax incidence has prompted cigarette manufacturers to revise prices across different products and categories.
ITC itself has previously said that the change in GST and the increase in excise duties resulted in a significant rise in the tax incidence on cigarettes.
A year of frequent price changes
The latest Gold Flake Premium increase highlights how frequently cigarette prices have been revised this year. For consumers, the 10-stick pack has moved from Rs 115 at the beginning of 2026 to Rs 135 now.
The staggered increases also show how cigarette companies are adjusting retail prices following the changes in taxation. With revised-price stock entering the market in phases, consumers may temporarily encounter packs carrying different MRPs depending on existing retailer inventory.
For ITC, pricing remains an important part of managing the impact of higher taxes while balancing consumer demand and the broader cigarette market.
