Provide consumer goods of high quality to the troops wherever they are, at a price cheaper than the prevailing market rates, as far as possible.

Ensure that the level of consumer demand satisfaction is maintained at the maximum.

Generate reasonable profitability to sustain the organisation, permit growth and provide additional facilities for troops and their families.

Formulate and execute development programmes to improve and maintain organizational effectiveness.

Periodically analyse and assess the diverse long term needs and aspirations of defence service forces and undertake timely measures to meet them.