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. 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 by ₹10 per pack, people in the know told CNBC-TV18.