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

ITC Ltd has increased the retail price of its Gold Flake Premium cigarettes by Rs 10 per pack, marking the brand’s second price hike in 2026. Following the latest revision, the maximum retail price (MRP) of a pack containing 10 cigarettes has increased from Rs 125 to Rs 135.

The latest increase comes after an earlier price revision in June 2026. The repeated hikes reflect the pricing pressure facing cigarette manufacturers amid higher taxes and challenges in the legal cigarette market. For consumers, the immediate impact is a higher purchase cost, while the development also highlights the changing economics of India’s tobacco business.

Key Highlights

• ITC has increased Gold Flake Premium prices by Rs 10 per 10-cigarette pack.
• The revised MRP is Rs 135, compared with the earlier price of Rs 125.
• This is the second price increase for Gold Flake Premium in 2026.
• The previous price revision took place in June 2026.
• ITC is working to expand its FMCG and other non-cigarette businesses as its cigarette operations face higher tax and market pressures.

Gold Flake Premium Sees Two Price Hikes in 2026

The latest revision takes the price of a 10-cigarette pack of Gold Flake Premium to Rs 135 from Rs 125. This represents an increase of approximately 8% over the previous MRP.

The June price increase was the first revision for the brand in 2026, followed by the latest Rs 10 hike. The repeated changes indicate that cigarette companies are adjusting retail prices amid rising costs and changes in the tax environment.

For regular buyers, the higher MRP means an additional Rs 10 for every 10-cigarette pack purchased. The actual amount spent over a month will depend on individual consumption and purchasing frequency.

Why Are Cigarette Prices Increasing?

Higher taxation is an important pressure point for India’s cigarette industry. Taxes influence the final retail price of tobacco products and can affect manufacturers’ pricing decisions, margins and demand.

Cigarette manufacturers also face challenges from pressure on legal market volumes. When taxes and retail prices rise, some consumers may reduce purchases or shift towards cheaper alternatives. This can affect the volume of cigarettes sold through the legal market.

Companies must therefore balance the need to protect profitability with the risk that further price increases could affect consumer demand. The latest Gold Flake Premium revision reflects this difficult operating environment.

ITC Looks Beyond Cigarettes for Future Growth

ITC has been working to strengthen its fast-moving consumer goods (FMCG) operations and other non-cigarette businesses. This strategy is intended to broaden the company’s sources of revenue and reduce its dependence on the cigarette segment over time.

The company’s broader business portfolio includes packaged foods, personal care, education and stationery products, paperboards, packaging and other operations. These businesses give ITC exposure to consumer markets beyond tobacco.

Expanding non-cigarette operations is particularly relevant as the tobacco business faces regulatory scrutiny, higher taxes and changing consumer behaviour. Growth in FMCG and other segments can help diversify the company’s business mix, although their performance depends on competition, consumer demand and operating costs.

What the Price Hike Means for Consumers

The increase from Rs 125 to Rs 135 raises the cost of a 10-cigarette Gold Flake Premium pack by Rs 10. Consumers purchasing the product regularly will face a higher expense following the revision.

Repeated price increases can also influence purchasing decisions, particularly when consumers become more sensitive to affordability. However, the extent to which buyers change their consumption patterns cannot be determined from the price revision alone.

It is important to remember that cigarettes and other tobacco products carry serious health risks, including an increased risk of cancer, heart disease and respiratory illnesses. Avoiding tobacco use is the most effective way to prevent tobacco-related harm.

Conclusion

ITC’s latest Rs 10 increase takes the MRP of a 10-cigarette Gold Flake Premium pack to Rs 135, making it the brand’s second price hike in 2026 after the June revision. The move comes amid higher taxation and pressure on legal cigarette volumes.

At the same time, ITC is seeking to expand its FMCG and other non-cigarette businesses to diversify its growth drivers. The latest price change highlights the challenges facing cigarette manufacturers as they navigate tax pressures, consumer affordability and changing market conditions.