New Delhi: Indian logistics company Blue Dart has rebranded its premium service Dart Plus to Bharat Dart, a company filing said Wednesday.
“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 statement said.
The change in nomenclature comes at a time when the ruling BJP has made a strong push to replace “India” with “Bharat”, more so in official communications.
Meanwhile, Blue Dart said the decision to rebrand stemmed from an “extensive discovery and research process aimed at aligning itself to the evolving needs of its customers”.
Part of DHL Group’s DHL eCommerce division, Blue Dart’s premium service Dart Plus is a time-sensitive delivery service.
DHL eCommerce CEO Pablo Ciano said their objective of “connecting people, improving lives” matches the government’s ‘Make in India’ initiative”.
Blue Dart Managing Director Balfour Manuel said the need to harmonise growth, efficiency and resilience as one large family was brought forth during India’s G20 presidency. “The government’s vision of ‘One Earth, One Family, One Future’, which underscores unity and purpose, aligns seamlessly with Blue Dart’s forward-thinking approach…,” he added.
The rebranding, Manuel said, represented an exciting transformation for the company. “Bharat Dart is a first step in a new and exciting chapter for our company and our nation,” he added.
Blue Dart Express Ltd is an express air and integrated transportation and distribution company. The company said it delivers consignments to over 55,000 locations in India.
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