ITC Share Price in Focus; Hikes Gold Flake RSFT (69 mm) Prices by ₹10 to ₹135 Per Pack

ITC has increased the price of its Gold Flake Regular Size Filter Tips (RSFT), 69 mm cigarettes, by ₹10 per pack. The price of a pack of 10 has gone up from ₹125 to ₹135. The revised price is the second increase for the brand in 2026, after the company raised it from ₹95 to ₹125 in February. 

The new MRP stocks are expected to reach warehouses by the fourth week of November, according to news reports. The latest increase comes amid higher taxes on cigarettes and pressure on sales in the legal cigarette market. 

Price Increase for the Second Time in 2026 

Gold Flake RSFT is one of the major products in ITC's cigarette business. The 69 mm segment accounts for around 30-35% of the company's total cigarette volumes. Its contribution to profits is estimated to be higher than its share of volumes. 

The latest ₹10 increase follows the ₹30 revision announced in February. The price of a 10-cigarette pack has therefore increased from ₹95 to ₹135 since the beginning of the year. 

Pressure from Higher Taxes and Illegal Cigarette Sales 

The price revision comes at a time when cigarette companies are dealing with higher taxes. ITC has said that sales of legal cigarettes remain under pressure, partly because of the growing price difference between regulated products and cheaper cigarettes sold in the unregulated market. 

The company has said it is taking a measured approach to pricing to manage the higher tax burden and prevent consumers from shifting to illicit products. ITC has also reported an increase in seizures of illegal cigarette consignments, pointing to the use of tax differences by sellers in the domestic market. 

Fall in September Quarter Profit 

ITC reported a net profit of ₹4,137.12 crore for the September quarter, down 20.1% from ₹5,180 crore in the same quarter last year. Revenue increased 1.8% to ₹18,401 crore from ₹18,081 crore. 

The cigarette business faced pressure during the quarter, while the FMCG segment recorded its highest revenue growth in 14 quarters. 

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ITC Share Price Performance 

As of November 12, 2026, 11:35 am, ITC share price was trading at ₹287.00, a 0.70% increase from the previous closing price. 

Conclusion  

The latest revision takes the price of Gold Flake RSFT from ₹95 to ₹135 since February 2026. ITC continues to face higher taxation and competition from cheaper illicit cigarettes. 

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