A third generation member of the family behind the Chintana lingerie business, Pitcha acts as the company’s chief marketing officer. She has fine-tuned the business to suit the digital era and expanded markets by focusing on a younger market segment. Today she focuses on Sabina, an offshoot of the original home-grown bra company started by her grandmother. Sabina targets mainly pre-teens and first-bra wearers but when Pitcha took over the brand was languishing. She grew the market base using R&D and technology to create new products, taking the company from a bra business to a full-blown lingerie provider. The company is now one of the leading local brands. Pitch is also a keen advocate of campaigns that fight breast cancer and undertakes charity work to support breast cancer survivors.