Blue Dart gets on the Bharat bandwagon, renames express service to Bharat Dart

Blue Dart Express Limited on Wednesday unveiled its newly revamped service, formerly known as Dart Plus, as Bharat Dart.

"The strategic transformation marks a momentous milestone in Blue Dart's ongoing journey, underscoring its unwavering commitment to serving the diverse needs of Bharat," said the company in a press release, as it announced the name change.

Blue Dart's decision to rebrand this service stems from discovery and research process aimed at aligning itself to the evolving needs of its customers.

Through initiatives like DAWN (Delivery Anywhere Now) and RISE (Revenue Increase from SMEs and Emerging Markets), Blue Dart has expanded its serviceable locations, with a special focus on tier II and tier III cities in India. The growth in these cities is closely related to the rise of a new middle class and the culture of consumption.

In FY-23, share of tier II and tier III cities as a percentage of the overall e-commerce markstood at 18.6% and 37.1% respectively, with a forecast to make further inroads in the sector.

"As India approaches its centenary year in 2047, the focus on e-commerce and logistics has become paramount. Our DHL Group Strategy 2025 has identified e-commerce as a megatrend, and we are committed to our objective of 'Connecting People, Improving Lives.' We firmly believe in the immense potential to spotlight the unique products and services offered by India's small businesses and MSMEs in tier II and tier III cities on a global stage, enabled by our seamless delivery solutions. This vision harmonizes seamlessly with the government's 'Make in India' initiative," said Pablo Ciano, CEO - DHL eCommerce.