Blue Dart rebrands Dart Plus as ‘Bharat Dart’

• Blue Dart says that the rebranding has been done after extensive research.
• The Blue Dart stock is up close to 8% in the last five trading sessions.
• President Murmu sent out a G20 invite where she referred to herself as the President of Bharat

Amidst the ongoing debate about using Bharat instead of India, courier service giant Blue Dart has rebranded its Dart Plus service and it will now be known as Bharat Dart. In a letter to the exchanges, the listed player, whose stock is up 7.8% in the last five trading sessions, informed of this decision.

“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 its release.

Blue Dart has explained that the decision to rename one of its services stems from an extensive discovery and research process.

Of the initiative, Pablo Ciano, CEO-DHL eCommerce, says "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.”

Balfour Manuel, Managing Director, Blue Dart, added, "During India's recent G20 Presidency, the need to harmonize growth, efficiency, and resilience as one large family was brought forth.”

The controversy started when President Murmu sent out a G20 invite, which mentioned her as the President of Bharat instead of India.

Later, in the summit, Prime Minister Narendra Modi also used the Bharat placard instead of India while addressing the delegates. Rig Veda inscriptions and Panini's grammar treatise 'Ashtadhyayi', India's submissions to the G20 'Culture Corridor' curated at the Summit venue, were also displayed under the name of Bharat.