Express air and integrated transportation and distribution logistics company Blue Dart Express on Wednesday, September 13, announced that it will now call its revamped service, formerly known as Dart Plus, as Bharat Dart.

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“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 firm said in a press statement.

The logistics firm said Bharat Dart is a time sensitive delivery service backed by speed, security and handling with value-added features and benefits like complete visibility on the last mile through a robust system and easy payment options.

It added that the decision to rebrand the service stems from an extensive discovery and research process aimed at aligning itself to the evolving needs of its customers. The company's unwavering dedication to delivering customer delight has led to a streamlined and reimagined service that promises to provide exceptional value to its customers.

Blue Dart boasts access to over 55,000 locations across the nation and 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 II and tier Ill cities in India, it said.

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According to the firm, the growth in these cities is closely related to the rise of a new middle class and the culture of consumption. In the 2022-23 fiscal, share of tier I and tier II cities as a percentage of the overall e-commerce market stood at 18.6 percent and 37.1 percent respectively, it pointed out.

Pablo Ciano, CEO-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 I and tier II cities on a global stage, enabled by our seamless delivery solutions.”

The firm’s vision harmonises seamlessly with the government's 'Make in India' initiative," he said.