ITC has raised the price of its popular Gold Flake Regular Size Filter Tips pack by ₹10 to ₹135, following a steeper ₹30 increase in February, as the cigarette maker navigates higher taxes and the risk of consumers turning to illegal alternatives. ITC has raised the retail price of its Gold Flake Regular Size Filter Tips , 69 mm cigarette pack by ₹10 to ₹135 from ₹125.