Classic Connect’s 20‑stick pack now costs ₹428, up ₹38 from ₹390, while Gold Flake Superstar’s 10‑stick pack rises to ₹89, up ₹10 from ₹79—both moves reflecting the latest excise duty changes.
CHIEF EXECUTIVE SANJIV PURI explained on CNBC‑TV18 that ITC has passed on only 50–60% of recent tax hikes, intending to stagger the rest to keep volumes stable and curb illicit trade.
Shares climbed 2.62% to ₹264.75 on September 16, a gain of ₹6.75 in the session, as investors reacted to the price adjustments.
The new excise duty framework, effective February 1, 2026, imposes duties of ₹2,050 to ₹8,500 per 1,000 sticks, depending on length and filtration, potentially prompting further price revisions.
Analysts will watch how ITC balances the tax pass‑through with volume retention as the sector navigates the higher duty regime.