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  2. Values and business ethics

DIA CorporateValues and business ethics

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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.

Download Ethic code


We are thorough and train our teams to make decisions based on professional criteria. We look for return on our actions.We offer our customers top quality products and services at the best price.


We remain alert to any changes in the markets in which we operate, and anticipate future needs with creative and innovative solutions.


We respect ourcommitments. We generate an environment of trust, and accept diversity and differences in opinion. It is in this way that wework in a climate of security,credibility and personal respect.


We work as part of a coordinated team with a shared goal. We promote positive relations to make the most of individual talent, allowing us to obtain better results..


Customer satisfaction is our number one goal


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