DFI Retail Group has appointed Kshitij Mulay as Group Chief Digital & yuu Rewards Officer, effective September 17, 2026. The appointment comes as the Asian retail group continues to strengthen its digital, customer engagement, data and retail media capabilities across its markets.
Mulay will be based in Hong Kong and will report to Scott Price, Group Chief Executive of DFI Retail Group, while also joining the Group’s Management Committee. In his new role, he will oversee DFI’s Digital, yuu, Retail Analytics and Retail Media portfolios, giving him responsibility for several of the organisation’s key technology- and customer-focused businesses.
He succeeds Wee Lee Loh, who is leaving the role after three years with DFI and will return to Singapore to be closer to his family. Loh joined DFI in 2023 and played a key role in advancing the company’s digital transformation and expanding its digital ecosystem. Mulay will work alongside Loh during a transition period to ensure continuity across the Group’s digital operations.
Mulay joins DFI from Sephora Asia, where he served as Chief Information Officer, overseeing the company’s digital and technology agenda across a multi-country business. During his tenure, his responsibilities included supporting e-commerce growth, omnichannel innovation, AI-enabled customer experiences and cloud transformation.
He brings more than 25 years of international experience across digital, technology and business transformation. His career includes leadership experience with major consumer and retail organisations such as Sephora and Procter & Gamble, with his work spanning digital commerce, data and analytics, artificial intelligence, customer experience, technology modernisation and organisational change.
Throughout his career, Mulay has focused on connecting technology investments with business outcomes and building high-performing teams. His experience in managing large-scale transformation programmes is expected to support DFI’s efforts to further integrate digital capabilities with customer engagement, loyalty, analytics and retail operations.
The appointment comes at an important stage in DFI’s digital journey. Under Loh, the Group’s digital ecosystem expanded to serve millions of loyalty members, while its e-commerce operations grew to more than 100,000 daily orders. DFI has also been developing retail media and data capabilities as additional growth areas.
With Mulay taking charge from September 17, DFI Retail Group is looking to build on these foundations and accelerate its customer, digital and data transformation agenda across the Group. His mandate covering Digital, yuu, Retail Analytics and Retail Media places him at the centre of DFI’s next phase of technology-enabled retail growth.
