ITC raises Gold Flake Premium price to ₹135 per 10-cigarette pack

ITC has raised Gold Flake Premium’s 10-cigarette pack price from ₹125 to ₹135, its second increase in 2026. The brand’s price is now up 17.4% year to date, as cigarette makers pass on higher GST and excise duties.

— Source publishedWed, 23 Sept, 2026, 10:21 IST·First seen Wed, 23 Sept, 2026, 10:38 IST·Source NDTV Profit

What happened

ITC raised Gold Flake Premium’s 10-cigarette pack price to Rs 135 from Rs 125, its second hike this year. The brand is up 17.4% year-to-date as cigarette makers

Key facts

  • Gold Flake Premium 10-cigarette pack: Rs 125 to Rs 135 (8%) in September
  • Gold Flake Premium: Rs 115 to Rs 135 cumulative increase of 17.4% this year
  • Gold Flake Premium June increase: Rs 115 to Rs 125 (8.7%)
  • GST rate: 40% from February 1, 2026
  • Classic Connect 20-cigarette pack: Rs 390 to Rs 428 (9.74%)
  • Gold Flake Super Star 10-cigarette pack: Rs 79 to Rs 89 (12.66%)
  • Classic Connect February price: Rs 300 to Rs 360, then Rs 390
  • Gold Flake Super Star February price: Rs 59 to Rs 70

Why this matters

ITC’s repeated pricing action reinforces the strategic value of scaled premium tobacco brands with pricing power, while making consumer elasticity a key diligence variable.

What to watch

  • Whether Gold Flake Premium retail offtake declines materially in the 4-8 weeks after the increase.
  • Price actions by Godfrey Phillips India, VST Industries, and other organized tobacco players in adjacent premium tiers.
  • Further GST, compensation cess, excise-duty, or tobacco-tax policy commentary from the government.
  • NielsenIQ or industry indications of downtrading, illicit-cigarette substitution, or changes in legal cigarette volumes.
  • ITC quarterly commentary on cigarette net realization, segment EBIT margin, and premium-versus-value mix.
  • Retailer reports of consumer switching from Gold Flake Premium to lower-priced variants or smaller-format packs.
  • ITC is likely to maintain a staggered, SKU-specific pricing strategy rather than announce a broad portfolio-wide hike immediately.
  • Retailers may increase visibility and inventory allocation for lower-priced ITC brands and 10-stick packs that preserve an accessible cash outlay.
  • Competitors may reassess premium-segment price points and match selectively to avoid surrendering realization.
  • ITC may intensify premium brand communication, retail execution, and mix management to defend Gold Flake Premium's perceived value.
  • Wholesalers may pull forward inventory ahead of any further duty-linked revisions, creating short-term dispatch volatility.