ITC hikes Gold Flake price 6.7%
10/5/2012 5:26:40 AM
ITC hikes Gold Flake price 6.7%
ITC has hiked the price of Gold Flake cigarettes by 6.7% in the 69 mm
segment. A pack of ten cigarettes will now cost Rs48 compared with Rs45
earlier.
This is the second price hike the company, India’s largest cigarette
maker, has taken this year. In April, it had taken a weighted average
price hike of 12% on brands including Gold Flake Premium, Gold Flake
Kings, Wills Navy Cut and Classic following the 21% on-year excise duty
hike announced in the Budget.
Gold Flake is the most popular cigarette brand in the country and makes up about 35% of ITC’s total cigarette sales.
Jitin
Samtani of Espirito Santo Securities believes excise duty would be
increased again next year and that ITC is taking cautionary steps to
pass on the cost to customers in tranches.
Analysts also believe
the increase in prices will help the company expand the divide between
the 64 mm and the 69 mm categories.
“With this price hike, 69 mm
cigarettes, the most popular segment, will become more expensive and
thus more premium. This will help in cutting down the number of
consumers who could have downtraded to the smaller segment,” said Nitin
Mathur, analyst at MF Global.
ITC re-entered the small cigarettes
segment in June this year, prompted by the fact that tax on 64 mm
cigarettes was 40% lesser.
According to Mathur, the latest move will also help in cutting down on differential pricing across states.
“The
same cigarette pack costs Rs49 in Uttar Pradesh and Rajasthan. As a
result, traders were bringing in packs from other states for sale. With
this round of increase in price, the difference now comes to be only
Rs1. As a result, there will be lesser incentive for traders to smuggle
packs from neighbouring states,” he said.
Abneesh Roy of Edelweiss
Securities said the price hike is also expected to aid margins and make
up for poor volumes. Volume growth for the company is expected to
remain flat or even slip into the negative territory.
The market,
however, has given a thumbs-up to the price hike. The stock touched a
lifetime high of Rs276.45 in Thursday’s trade before closing at
Rs275.30.