New Delhi: Cigarette prices in India have gone up again, with ITC Ltd raising the price of its Gold Flake Premium cigarettes for the second time this year. According to dealer checks reported by NDTV Profit, the maximum retail price of a 10-cigarette pack has increased to Rs 135 from Rs 125, marking an 8% rise.
The latest revision comes after several rounds of cigarette price increases by ITC in 2026. The company has been adjusting prices across different cigarette brands following changes in the taxation structure for tobacco products.
The latest increase means consumers buying Gold Flake Premium will now pay Rs 10 more for a 10-cigarette pack compared with the previous price. The cumulative increase for the product since the beginning of the year is higher, with the pack having earlier retailed at Rs 115.
Gold Flake Premium gets second price hike
Gold Flake Premium had already become more expensive in June 2026. At that time, ITC increased the price of a 10-cigarette pack from Rs 115 to Rs 125, representing an increase of about 8.7%.
The September revision takes the price further to Rs 135. From the Rs 115 price recorded earlier this year, the overall increase now stands at about 17.4%.
According to dealer-level checks, the revised-price packs are entering the market. As a result, consumers may see different prices depending on the inventory available with individual retailers during the transition.
The latest move is part of a broader pattern of price revisions across ITC’s cigarette portfolio this year.
Other ITC cigarette brands have also become costlier
Gold Flake Premium is not the only ITC cigarette product to see a price increase in September.
Earlier in the month, ITC raised the price of its Classic Connect and Gold Flake Super Star brands. The price of a 20-cigarette pack of Classic Connect was increased to Rs 428 from Rs 390. This represents a rise of Rs 38, or around 9.74%.
Similarly, the 10-cigarette Gold Flake Super Star pack was raised to Rs 89 from Rs 79, an increase of Rs 10 or about 12.66%. NDTV Profit reported that revised-price stock had already started reaching the market following these changes.
These successive revisions show that cigarette manufacturers have been responding to the higher tax burden by changing retail prices across different segments of their portfolios.
Why cigarette prices are rising
The latest price increases come against the backdrop of changes to India’s tobacco taxation regime.
From February 1, 2026, cigarettes and other tobacco products moved to a 40% Goods and Services Tax rate, alongside a new additional excise-duty structure. The changes altered the tax burden on cigarettes, with the impact varying according to cigarette categories and product specifications.
ITC subsequently introduced multiple rounds of price increases across its cigarette brands. Earlier in February, reports showed significant increases in prices of products including Gold Flake, Classic, Classic Connect and Gold Flake Super Star.
The company has since continued to revise prices in stages rather than implementing a single increase across its entire portfolio.
What the latest hike means for consumers
For buyers of Gold Flake Premium, the latest change translates into an additional Rs 10 for every 10-cigarette pack compared with the previous MRP.
| Product | Earlier price | New price | Increase |
|---|---|---|---|
| Gold Flake Premium, 10 cigarettes | Rs 125 | Rs 135 | Rs 10 |
| Gold Flake Premium, earlier 2026 price | Rs 115 | Rs 135 | Rs 20 |
| Classic Connect, 20 cigarettes | Rs 390 | Rs 428 | Rs 38 |
| Gold Flake Super Star, 10 cigarettes | Rs 79 | Rs 89 | Rs 10 |
The latest Gold Flake Premium increase is particularly notable because it follows the June revision by only a few months. From Rs 115 at the earlier price point to Rs 135 now, the product has become around 17.4% more expensive in 2026.
ITC continues to adjust cigarette pricing
ITC is India’s largest cigarette maker, and cigarette sales remain an important part of its consumer-products business. The company’s repeated price revisions this year reflect the changing economics of the tobacco market following the tax changes.
The company has raised prices across premium, mid-range and value cigarette categories at different points during the year. Dealer checks have provided an indication of the revised MRPs as new-price stock reaches the retail market.
At the same time, analysts have previously noted that higher cigarette prices can have implications for demand and volumes. The impact can differ between cigarette categories, depending on consumer preferences, pricing and the availability of alternatives.
For consumers, the latest Gold Flake Premium revision is another increase in a year that has already seen several rounds of cigarette price changes.
More price changes could remain in focus
The latest increase highlights how cigarette pricing has become a key area of focus for tobacco companies following the new tax structure. ITC has already revised the prices of several brands in multiple rounds during 2026.
The latest Gold Flake Premium price of Rs 135 for a 10-cigarette pack is therefore part of a wider series of pricing changes rather than an isolated revision.
For now, dealer checks indicate that the revised-price Gold Flake Premium packs are entering the market. Consumers may therefore increasingly find the new MRP reflected in retail sales as older inventory is replaced.
Conclusion
ITC has raised the price of a 10-cigarette Gold Flake Premium pack from Rs 125 to Rs 135, marking an 8% increase and the second price hike for the product this year. The cumulative increase from the earlier Rs 115 price is about 17.4%. The move follows similar September increases for Classic Connect and Gold Flake Super Star as cigarette companies continue to adjust prices amid changes in tobacco taxation.