DFI Retail Group Appoints Kshitij Mulay as Group Chief Digital & yuu Rewards Officer

He will replace Wee Lee Loh, who is leaving the role after three years with the company and returning to Singapore to be closer to his family.

Kshitij joins DFI from Sephora Asia, where he worked as Chief Information Officer and led digital and technology operations. He has more than 25 years of international experience in digital transformation, technology, and business development.

He has worked with major consumer and retail companies, including Sephora and Procter & Gamble. His experience includes digital commerce, data and analytics, AI, customer experience, modernising technology, and managing large business transformation projects.

Scott Price, Group Chief Executive, DFI Retail Group, said, "I want to thank Wee Lee for his leadership and many contributions over the past three years, including his role in scaling our digital ecosystem and building new growth avenues in retail media. We wish him and his family every success. I'm confident that Kshitij's experience, leadership and passion for innovation will build on these strong foundations and help accelerate our customer, digital and data transformation journey across the Group."

DFI Retail Group is a major retail company in Asia. Its goal is to provide everyday products and services to customers across the region while supporting sustainable growth. As of June 30, 2026, the Group and its partner companies operated 7,659 stores and employed more than 81,000 people across 12 markets.

The company focuses on providing customers with quality products, good value, and reliable service. It uses well-known brands, large store networks, digital services, and efficient supply chains to serve customers across different markets.

DFI operates businesses in five main areas: health and beauty, convenience stores, food, home furnishings, and restaurants.

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