Due to the transitioning of his role to Vice Chairman of the Executive Committee effective October 1st, 2015, Mr Dhitivute Bulsook has resigned as the President of Sermsuk Public Company Limited. He still remains a member of Sermsuk's Board of Directors and the Risk Management Committee. The Board of Directors also appointed Mr Vivek Chhabra, a senior executive of F&N (part of the ThaiBev group) as the new President of Sermsuk.
Mr Dhitivute was appointed the President of Sermsuk on October 4th, 2011. Since that time, the Board of Directors has appreciated Mr Dhitivute's commitment to his leadership. He played a crucial role in the strategic development of Sermsuk's business direction as well as launching a new corporate brand with the philosophy of "Sermsuk fulfils Happiness." Mr Dhitivute also had a key role in launching the "cool-est" phenomenon with Sermsuk's launch of the product "est", the groundbreaking move of introducing a new soft drink brand into the Thai beverage market.
Mr Chhabra will officially start his position as President of Sermsuk Public Company Limited on October 1st, 2015. He is a senior executive from F&N with many years of experience in the beverage industry across several countries. Mr Chhabra will continue to develop and lead Sermsuk's non-alcoholic product portfolio, which has a strong presence in Thailand and in the ASEAN market. He will also align Sermsuk's strategies with that of ThaiBev to achieve the group's "Vision 2020" to be the leader in the ASEAN market by 2020.