ITC shares in focus after it raises Gold Flake cigarette prices for the second time this year

Résumé détaillé

ITC said the focused execution of strategic and calibrated response is to navigate the unprecedented tax increase and mitigate the risk of disproportionate volume shift to illicit trade and protect consumer franchise.

ITC Ltd. shares gained on Thursday, November 12, after the company increased its prices for Gold Flake RSFT for the second time this year.

ITC has raised its prices of Gold Flake RSFT (69mm) by ₹10 per pack, people in the know told CNBC-TV18. The price has now been increased to ₹135 from the previous ₹125 per pack.

The last time it had increased the prices of Gold Flake RSFT was in February 2026 from ₹95 per pack to ₹125 per pack.

ITC said the focused execution of strategic and calibrated response is to navigate the unprecedented tax increase and mitigate the risk of disproportionate volume shift to illicit trade and protect consumer franchise.

Analysts said Gold Flake RSFT accounts for 30% to 35% of ITC's total cigarette volumes. This move will lead to a higher share in profit, analysts added.

Earlier this month, ITC said its cigarettes business remained under pressure and the unprecedented tax hike. Its cigarettes segment's profit before interest and tax (PBIT) declined 27% from last year, while its sequential performance improved.

ITC said it has witnessed a sharp rise in seizures of smuggled cigarette consignments.

Its profit after tax for the second quarter declined by 20.1% to ₹4,137.12 crore from ₹5,180 crore last year. However, it was slightly above the CNBC-TV18 poll of ₹4,089 crore.

Its revenue of ₹18,401 crore was up 1.8% from the previous year's ₹18,081 crore and higher than Street estimates of ₹18,170 crore.

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