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

Explaining the decision, Blue Dart said that the move to rename one of its service to Bharat Dart stems from an extensive discovery and research process.

"Blue Dart Express Limited invites all stakeholders to join on this transformative journey as the company continues to connect Bharat to the world and the world to Bharat," the statement said.

The announcement comes just days after the President Droupadi Murmu's invitation to G20 leaders carrying Bharat instead of India sparked a huge political row.

“During India’s recent G20 Presidency, the need to harmonize growth, efficiency, and resilience as one large family was brought forth. 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, cementing its position as a trailblazer in the logistics industry,” said Balfour Manuel, Managing Director, Blue Dart.

He further added, “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.”

Blue Dart boasts 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 expanded its serviceable locations, with a special focus on tier-II and tier-III cities in India.

In FY23, share of tier-II 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. And Blue Dart’s growth in these cities is in line with the rise of a new middle class and the culture of consumption.