Now Reading: ITC raises Gold Flake Premium price by Rs 10 to Rs 135
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ITC raises Gold Flake Premium price by Rs 10 to Rs 135
The Story in Brief
ITC has raised the price of its 10-stick Gold Flake Premium pack to Rs 135 from Rs 125, an increase of Rs 10. Revised-MRP stocks are expected to reach warehouses by the fourth week of November. This is the second price increase for the brand in 2026, following a Rs 30 hike in February that took the pack from Rs 95 to Rs 125.
Gold Flake RSFT accounts for around 30 to 35% of ITC's total cigarette volumes, according to analysts, making pricing decisions particularly important. The company reported a 20.1% year-on-year decline in net profit to Rs 4,137.12 crore in the September quarter, as its cigarette business faced an unprecedented increase in taxes. Revenue rose 1.8% to Rs 18,401 crore. ITC weighs price increases against the risk of pushing consumers towards cheaper illegal cigarettes.
Indian Opinion Analysis
The two reports are nearly identical straight news coverage of ITC's price hike for Gold Flake Premium. Both outlets lead with the Rs 10 increase to Rs 135 and the late-November rollout. NDTV Profit focuses narrowly on the price and timing, while CNBC-TV18 adds context: this is the second increase in 2026, the brand accounts for 30 to 35% of ITC's cigarette volumes, and the company faces a 20.1% profit decline in the September quarter. CNBC-TV18 also notes the balancing act between higher taxes and the risk of pushing consumers to illegal cigarettes. The core news is uniform across both, CNBC-TV18's added detail enriches the story without altering its neutral stance. No framing divergence exists. The implied next step is market and analyst observation of ITC's pricing strategy amid tax pressure.
Coverage: 2 sources, 2 neutral
Sources (2): ndtvprofit.com (neutral report), cnbctv18.com (neutral report)
This brief was synthesised by AI from the 2 sources linked above, so one read covers every framing they carry. Methodology and corrections.
Update, 12 November 2026: this story now draws on 2 sources.
