Pitchayatep “Pitch” Yuktasevi

Deputy MD, The Thai Dairy Industry Co., Ltd.

Industry : Business

Pitchayatep “Pitch” Yuktasevi represents the fourth generation behind Mali Condensed Milk, a Thai household name dating to 1962. As Deputy Managing Director of The Thai Dairy Industry Co., Ltd., his task is not simply to protect that familiarity, but to find new relevance without weakening the connection built across generations.

After beginning his career in business consulting, Pitch brought a data-driven perspective into the family company. Yet some of his most useful intelligence comes through distinctly human channels. On TikTok, he gives consumers a more personal connection with the person behind the brand while creating a direct route for feedback and ideas. That conversation also happens offline. Market visits, product sampling and face-to-face engagement around Thailand allow Mali to maintain relationships with established customers while listening to a younger generation.

The feedback is reflected in a widening range of products and formats. Squeeze packaging and standing pouches address convenience, while oat condensed milk, low-sugar options and new flavours respond to changing tastes and attitudes towards health.

Pitch’s approach offers a contemporary take on stewardship: modernise how a heritage brand listens, communicates and innovates while retaining what made it familiar in the first place. His longer-term ambition is to strengthen Mali regionally without losing its everyday place in Thai consumers’ lives.