Cigarettes to get costlier: ITC hikes Gold Flake Premium prices for the second time this year; here's how much a pack will now cost

Smokers buying Gold Flake Premium cigarettes will now have to spend more, with ITC Ltd increasing the price of a 10-cigarette pack to Rs 135. The latest revision adds Rs 10 to the earlier retail price of Rs 125 and marks the second time the company has raised prices for this brand in 2026. The new maximum retail price (MRP) applies to Gold Flake Premium regular-size filter-tipped (RSFT) cigarettes measuring 60-70 mm.

The latest increase follows another revision in June, when ITC raised the price of the same pack from Rs 115 to Rs 125. This means a pack that cost Rs 115 before June is now priced Rs 20 higher, representing a cumulative increase of around 17.4%.

Gold Flake Premium sees two price hikes in 2026

The latest revision comes amid mounting challenges for cigarette companies, including higher taxes and pressure on sales in the legal cigarette market.


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For manufacturers, raising retail prices can help offset the additional tax burden and other cost pressures. However, repeated increases can also make cigarettes more expensive for consumers, potentially affecting demand.

ITC looks beyond cigarettes for future growth

As per an earlier ET Bureau report, the price revision comes amid ITC's efforts to strengthen its businesses beyond cigarettes. The company's future growth will depend on expanding its FMCG portfolio, reviving its paperboards business and developing newer revenue streams.

Premiumisation and a wider distribution network remain important parts of its cigarette business strategy. At the same time, ITC is looking to increase the scale of digital-first brands such as Yoga Bar and Prasuma, alongside fresh foods and value-added agricultural products.

Its September-quarter performance pointed to the growing contribution of these businesses. Growth in FMCG, paperboards, agriculture and digital-first brands helped offset some of the pressure on cigarettes following the increase in taxes.


With inputs from ET Bureau