ITC — ITC adopts calibrated pricing, portfolio innovation to counter steep cigarette tax hike

ITC is adjusting its cigarette business strategy in response to a significant tax increase that took effect February 1, 2026. The company is using a calibrated pricing approach and rearchitecting its product portfolio through innovation, according to Chairman Sanjiv Puri. The measures aim to manage the impact of the new tax regime, which includes a 40% GST levy on retail price, and to prevent a shift in sales to the illicit market.