DFI Retail Group (“DFI” or the “Group”), a leading Asian retailer, has announced the appointment of Kshitij Mulay as Group Chief Digital & yuu Rewards Officer, effective 17 September 2026. he will relocate from Singapore to Hong Kong for the role, In this role, Mulay will help drive the Group’s digital agenda while strengthening customer engagement and the growth of its yuu Rewards ecosystem.
Mulay brings more than two decades of experience across technology, digital transformation, retail, data, consumer engagement and enterprise leadership. Most recently, he served as Asia CIO at SEPHORA (LVMH), where he led the end-to-end technology portfolio across Greater China and Southeast Asia & Oceania.
Prior to SEPHORA, Mulay spent over 21 years with Procter & Gamble, holding several senior leadership positions, including Global SK-II CIO and India CIO & GBS Leader. At P&G, he managed technology portfolios spanning digital platforms, eCommerce, consumer experience, data strategy, cybersecurity, supply chain, manufacturing and enterprise operations.
Across his career, Mulay has built strong expertise in managing complex technology portfolios and delivering digital and consumer-led transformation across markets. His appointment comes as DFI continues to strengthen its digital capabilities and customer ecosystem, positioning his experience across retail technology and consumer engagement as a strong fit for the Group’s next phase of growth.