Blue Dart Express renames its premium service as Bharat Dart

Amid the Bharat versus India row, prominent logistics company Blue Dart on Wednesday announced that it has rebranded its premium service in India from Dart Plus to Bharat Plus.

“This strategic transformation marks a milestone in Blue Dart’s ongoing journey, underscoring its unwavering commitment to serving the diverse needs of Bharat,” Blue Dart said in a company filing on September 13.

Explaining the thought behind the rebranding, Blue Dart said that the move to rename one of its services 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 shares of Blue Dart Express Limited were trading at Rs. 6,769.00, up by 2.32 per cent.

“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”.

The announcement comes days after Prime Minister Narendra Modi’s placard at the opening of the G20 summit referred to India as “Bharat”, raising speculation of a change of name from India to ‘Bharat’.
It also 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.