Practice and promote intrinsically beneficial products and services, meeting or exceeding industry norms of quality and deliver right value for money, through competent people and competitive governance.

Establish a trustworthy reputation of honoring commitment, inclusive development through innovation, continuous improvement, fairness in care and growth to employees as well as to partners across value chain and proactive responsibility towards society and environment.

Incorporate compliance with Islamic dictates and law of land into the strategic decision-making process at the top level.