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DIA’s mission is to offer shoppers quality at unbeatable prices, to which end the company is inspired and abides by the following core business principles: efficiency, initiative, respect, teamwork and customer focus.
DIA’s values provide the guidance for behaving responsibly at all times and taking decisions informed by business ethics in order to deliver our mission of enabling shoppers to buy quality products at unbeatable prices across our network of stores.
Moreover, we provide our business ethics blueprint to all the people, organisations and institutions we work with so that they are familiar with what drives us. These values are: efficiency, initiative, respect, teamwork and customer focus.
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