At a time when a debate on India Vs Bharat is going on in the country, logistics company Blue Dart Express Ltd on Wednesday said it has revamped its premium service in India and rebranded it as ‘Bharat Dart’ from ‘Dart Plus’ earlier.
“This strategic transformation marks a momentous milestone in Blue Dart’s ongoing journey, underscoring its unwavering commitment to serving the diverse needs of Bharat,” the company said in a BSE filing.
Blue Dart’s decision to rebrand this service stems from an extensive discovery and research process aimed at aligning itself to the evolving needs of its customers, it said.
Blue Dart has access to over 55,000 locations across the nation and spanning 220 countries and territories worldwide. Through initiatives like DAWN (Delivery Anywhere Now) and RISE (Revenue Increase from SMEs and Emerging Markets), Blue Dart has significantly expanded its serviceable locations, with a special focus on tier Il 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 FY23, share of tier I and tier III cities as a percentage of the overall e-commerce market stood at 18.6 per cent and 37.1 per cent, respectively, with a forecast to make further inroads in the sector,” Blue Dart said in the filing.
Pablo Ciano, chief executive officer of DHL eCommerce, said, “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 Il and tier IlI cities on a global stage, enabled by our seamless delivery solutions. This vision harmonizes seamlessly with the government’s Make in India’ initiative.”
Balfour Manuel, managing director of Blue Dart, said, “This rebranding represents an exciting transformation for us as we continue to serve the length and breadth of the country. Bharat Dart is the first step in a new and exciting chapter for our company and our nation. We are dedicated to leveraging our expertise to elevate our capabilities and enhance the overall customer experience.”
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