DFI Retail Group Names Kshitij Mulay as Chief Digital and Yuu Rewards Officer

DFI Retail Group has named Kshitij Mulay as its new Group Chief Digital and yuu Rewards Officer across its network of 7,659 outlets. The appointment takes effect on 17 September 2026, placing Mulay in charge of the group’s digital commerce, loyalty operations, customer analytics and retail media units.

Based in Hong Kong, Mulay will sit on the group management committee and report directly to Group Chief Executive Scott Price. He succeeds Wee Lee Loh, who is stepping down after three years with the business to return to Singapore.

From Sephora to pan-Asian retail networks

Mulay joins DFI from Sephora Asia, where he served as Chief Information Officer overseeing digital and technology operations across multiple Asian markets. His background covers more than 25 years in retail and consumer technology, including senior roles at Procter & Gamble and Sephora focused on cloud migration, omnichannel commerce and artificial intelligence deployments.

At DFI, his brief covers a sprawling multi-format retail footprint spanning 12 markets and more than 81,000 employees as of June 2026. The portfolio includes convenience chain 7-Eleven, health and beauty banner Mannings, grocery brands Wellcome and MarketPlace, as well as home furnishings and restaurant operations.

Scaling digital operations and retail media

Loh steps down after steering the group’s digital ecosystem through an aggressive build-out since 2023. During his tenure, DFI expanded the yuu loyalty programme to millions of active members and scaled daily online order fulfilment to more than 100,000 transactions across its operating territories.

Regional retail conglomerates are leaning hard into retail media networks and unified loyalty schemes to generate higher-margin income from grocery and convenience footfall. For operators running thousands of physical checkouts, monetising first-party shopper data through targeted digital advertising has shifted from an experiment into a core balance-sheet priority.

Mulay begins his role following a handover period with Loh in mid-September, with the group targeting further expansion of its retail media business and automated fulfilment systems heading into the final quarter of the year.