Blue Dart Express Limited, formerly known as Dart Plus, rebranded its service as Bharat Dart on September 13.

"The 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 stated in a press release announcing the name change.

Blue Dart's decision to rebrand this service stems from a discovery and research process aimed at aligning itself with its customers' evolving needs.

Blue Dart has expanded its serviceable locations through initiatives such as DAWN (Delivery Anywhere Now) and RISE (Revenue Increase from SMEs and Emerging Markets), with a special focus on tier II and tier III cities in India. The rise of a new middle class and the culture of consumption are closely linked to the growth of these cities.

In FY-23, the share of tier II and tier III cities in the overall e-commerce market was 18.6% and 37.1%, respectively, with further inroads expected in the sector.

“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 II and tier III cities on a global stage, enabled by our seamless delivery solutions. This vision harmonizes seamlessly with the government's 'Make in India' initiative,” said Pablo Ciano, CEO - DHL eCommerce.