How are ITC shares performing after Gold Flake Regular price hike by ₹10 per pack? Should you buy stock? Experts views

Résumé détaillé

ITC share price today opened higher at ₹287.40 per share on the NSE and touched an intraday high of ₹290.25 apiece within a few minutes of the Opening Bell

ITC shares witnessed some buying interest during the Opening Bell on Thursday. ITC share price today opened higher at ₹287.40 per share on the NSE and touched an intraday high of ₹290.25 per share within a few minutes of the market opening, logging an intraday rise of more than one per cent. However, the ITC shares failed to sustain at higher levels and retraced after the profit-booking trigger. By 10:35 AM, ITC share price was oscillating around ₹286.75 per share on the NSE.

According to stock market experts, ITC has raised the price of Gold Flake Regular by ₹10 per pack to ₹135. This is the second price rise of the regular cigarette brand after raising Gold Flake Regular per pack price by ₹30 to ₹125 in February 2026. Whether it is wise to buy ITC shares following its recent cigarette price hikes, experts said that it depends on how you weigh near-term margin pressure against the company's long-term pricing power.

Whether one should buy ITC shares after the cigarette price hike, Avinash Gorakshkar, Founder of Avinash Mentor Research, said, “ITC cigarette holds more than three-fourths of the market share, which makes it easier for an investor to understand the benefit of this price rise. This price rise would enable the company to maintain its profitability and negate the tax burden. So, those who have this stock in portfolio are advised to hold the scrip, whereas fresh investors can also buy ITC shares. However, it is a portfolio stock and one should buy this for the long-term only.”

Gorakshkar said that the non-cigarette business of the company is also expanding at a faster rate. The Non-cigarette businesses, especially FMCG and its hospitality continue to post steady revenue and EBIT expansion, reducing long-term reliance strictly on tobacco.

Expecting upside in ITC shares, Sumeet Bagagia, Executive Director at Choice Broking, said, “ITC shares are looking positive on the technical chart pattern.

ITC has raised the retail price of its Gold Flake Regular pack by ₹10…

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