Prominent logistics company Blue Dart announced on Tuesday that it is rebranding its premium delivery service in India, transitioning from “Dart Plus” to “Bharat Dart.”
In a stock exchange filing, Blue Dart said: “This strategic transformation marks a milestone in Blue Dart’s ongoing journey, underscoring its unwavering commitment to serving the diverse needs of Bharat.”
Shares of the company rose over 2 per cent following the announcement.
“Bharat Dart is a time-sensitive delivery service, backed by speed, security and handling with value-added features and benefits like complete visibility on last mile through a robust system and easy payment options,” the company said.
Blue Dart said its decision to rebrand the service “stems from an extensive discovery and research process aimed at aligning itself to the evolving needs of its customers”.
“Bharat Dart is poised to redefine express logistics in Bharat, offering unmatched speed, coverage, and support for businesses of all sizes,” the statement said. The company also invited all stakeholders and customers to join “on this transformative journey as the company continues to connect Bharat to the world and the world to Bharat”.
This rebranding announcement coincides with recent discussions surrounding the use of “Bharat” as a term to represent India. It follows President Droupadi Murmu’s invitation to G20 leaders to use “Bharat” instead of “India,” a gesture that sparked a significant political discussion.
Additionally, there has been speculation regarding a special session of Parliament scheduled to commence on September 18, with the aim of formalizing this transition to rename India as Bharat.
The name “Bharat” was prominently featured on the nameplate during Prime Minister Narendra Modi’s address at the G20 Summit, further emphasizing the growing resonance of this term in international discourse.
