SUPERBRANDS 2015 superbrandsindia.

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Blue Dart, South Asia’s premier express air and integrated transportation and distribution company accesses the
largest and most comprehensive express and logistics network worldwide, covering over 34,257 locations and more
than 220 countries. It offers an entire spectrum of distribution services including air express, freight forwarding, supply
chain solutions and customs clearance. The Blue Dart team drives market leadership through its 9969 motivated people’s
force, dedicated air- and ground-capacity with five aircrafts, 8185 vehicles and 79 express hubs, cutting-edge technology,
wide range of innovative, vertical specific products and value-added services to deliver unmatched standards of service
quality to its customers.

Market technology, developed first-

The Indian economy,
Asia’s third largest, was
a somewhat unsteady
ship a year ago. This
was attributed to
factors such as high
inflation, elevated
interest rates, a slowing
global economy,
impediments in the
implementation of
projects, policy logjam,
sluggish industrial
growth and subdued
business sentiment.
In the recent past
the environment has
perked up a little although several challenges still
lie ahead.
What is working for the courier services
industry is that, once thought to be elitist
and unviable, it is now common place, just-
in-time deliveries are gaining momentum and
international cargo is being moved around using
private capabilities. Behind this warm picture are
several uncomfortable truths: high logistics costs,
inadequate infrastructure, capacity constraints,
low usage of technology, complex tax laws, over
regulation, policy concerns and lack of skilled
manpower. Unless remedial steps are urgently
taken this growth story might dwindle away and
cracks may begin to appear on the façade.
However, hope lies in the fact that, despite its
recent hiccups, India ranks amongst the fastest
growing economies in the world and key user
sectors such as manufacturing, automotive,
engineering, pharmaceuticals, retail, e-commerce,
banking and financial services are gathering
momentum. This augurs well for the immediate
future of this business.
Owing to the nature of its services, the express
industry is expected to be at the epicentre of
growth in the logistics space. The industry has
transformed itself to offer customers complete
end-to-end supply chain solutions. Not so long
ago, the express industry encompassed only small
packages – mainly letters and documents and
urgent deliveries.
Today, it has metamorphosed to provide
express delivery services for packages of all kinds
and sizes to any destination. The capabilities
include integrated day-definite and time-definite
door-to-door express delivery services for
commercial and non-commercial movements and
value-added services like border management
class services, established
a forceful network and
created strategic alliances to
improve delivery.
Amongst all that Blue
Dart has to offer, six factors
stand out: a strong brand;
information technology;
vast scale of operations; a
dedicated air- and ground-
infrastructure; a passionate
and committed workforce;
collapsed transit time and
service excellence.
With a fleet of five
Boeing 757 freighters,
Blue Dart offers a
services such as those relating to octroi, customs revenue payload of over 385 tonnes per night;
and security, track and trace, pickup services, while a strong network of 8185 vehicles meet
retail services, trade facilitation, warehousing and delivery schedules and speed shipments to
distribution, performance accountability and also their destination. Blue Dart boasts of its 476
collection of cash and its remittance. facilities including 79 express hubs and over 9969
committed and talented Blue Darters, driven by
Achievements a unified passion for delivering quality service,
Blue Dart is an organisation with an unmatched excellence and value.
service record. It sees itself as a responsible Between April 2014 and March 2015, Blue Dart
corporate entity concerned about the carried over 139.68 million domestic shipments
deteriorating environment and keen to fulfil its and over 0.89 million international consignments,
social responsibilities. weighing over 558,537 tonnes. This enormous
On the ground, Blue Dart is a very alive volume is delivered to 34,257 locations in India
corporation. Its key differentiators continue to
be extensive reach, late pick-up/early delivery,
reliability, security, tracking visibility across the
complete delivery chain with APIs, SMS pre-alerts,
cash-on-delivery and a service completely centred
on the client.
The fast-growing e-commerce industry is a
major contributor to Blue Dart’s expansion. To
provide enhanced customer satisfaction and
qualitative service offerings, the organisation
continues to invest in the areas which could
contribute to improve customer reach and
widen delivery network, better turn-around time
for remittance of cash collected during delivery
cycle, vendor pick-up and registration, reverse
logistics, intelligent API integration and periodic
reconciliation of cash.
Blue Dart was one of the first companies in
this space to realise that professionalism was
the key to its growth. This was a time when
the logistics industry barely existed – if at all. So
everything that Blue Dart did was out of the
single-minded dedication to see itself succeed.
As new players entered the market, Blue Dart
pioneered to set the pace, it brought in advanced

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by Blue Dart and to over 220 countries and
territories worldwide through its group company,
DHL Express. Blue Dart’s achievements have
resulted in the organisation being benchmarked
amongst the best companies in the world.
History
Blue Dart was formed in November 1983 by
three young entrepreneurs, Clyde Cooper,
Tushar Jani and Kushroo Dubash with a capital
of C30,000 and 200 square feet of space. It
commenced its operations with its first few
consignments which were urgent letters and a few
shipments, which the company sorted under the
staircase of a building. Blue Dart, in its early years,
forged ties with Gelco Express International, UK
to introduce an international air package express
service from India.
In 1993, anticipating the tremendous potential
in India, Blue Dart shifted focus from international
to domestic services. In 1994, the company
went public and launched its multi-modal,
premium package delivery service DartApex and
COSMAT II, an advanced tracking and enterprise
resource planning (ERP) system. In the same year,
Blue Dart Aviation was incorporated. In 1995, this
young company acquired two Boeing 737 aircraft
and developed SMART – a cargo reservations
system in India. The following year, Blue Dart
launched the first jet express airline and received
the ISO:9001 certification.
Two years later, Blue Dart launched domestic
charter operations and in 2002 entered into a
path-breaking sales alliance with DHL Express.
Blue Dart, through its near-32 year history has
grown from delivering a few dozen packages
outside Mumbai airport on its first night of
operations, to being one of the strongest
company’s handling hundreds of thousands
of shipments each day. Today, it is positioned
amongst the leading players in the logistics and
express distribution space.
Product
Blue Dart is the market leading premium express
player in India. The company offers services in
air, ground and multi modes in day-definite and
time-definite delivery schedules. The key market-
defining domestic express offerings include Time
Definite Solutions (Domestic Priority 1030,
Domestic Priority 1200, Dart Apex 1200) and
Day Definite Solutions (Domestic Priority, Dart
Apex, Dart Surfaceline). Packaging Solutions
include Express Pallet (Air and Ground) and
Smart Box (Air and Ground). The company
also offers cargo solutions like airport to airport,
interline and charters, besides offering festive
and student solutions like Rakhi Express, Mango
Express, Student Express etc.
bluedart.com
The company’s global presence in over
220 countries is enabled through DHL
Document Express (DOX), DHL Worldwide
Package Express (WPX) and a wide range of
packaging solutions.
Recent Developments
Like every modern enterprise Blue Dart, too, has
tapped into the digital space. Its official Facebook
page reaches an extensive audience base and is
rapidly gathering likes.
To further strengthen its social inclination, Blue
Dart presented the 4th Blue Dart World CSR
Day and Global CSR Excellence and Leadership
Awards 2014 at Mumbai. The awards recognised
corporate social responsibility champions across
various industries and honoured companies from
India and overseas for their path-breaking work in
the area of sustainability. The event was attended
by His Excellency Khaled Al Kamda, Director
General, Community Development Authority –
United Arab Emirates, Dr. Massouda Jalal, Former
Minister of Women, Founding Chairperson,
Jalal Foundation, Afghanistan and Dr. Sally Uren,
Chief Executive Officer, Forum for the Future
and many other eminent personalities from the
field of sustainability.
Blue Dart expanded the operations of Smart
Truck – an intelligent pick-up and delivery
vehicle that combines a number of innovative
technologies including a route planner. Smart
Truck technology is designed to provide solutions
to urban logistic challenges such as traffic
restrictions and density and clogging even as it
ensures environmental protection and fulfils the
customer’s need for on-time delivery. Currently
78 vehicles – to be soon extended to another
200 – implement the Smart Truck solution.
The company is an enthusiastic participant
in several sustainability initiatives: education of
children and young adults under the GoTeach
platform, blood donation drives, especially
designed to help Thalassemia patients, help the
elderly and the victims of natural calamities under
the GoHelp platform; lights switch off for at least
fifteen minutes
each day under the
GoGreen platform
– and an hour on
the last Saturday
of the month – to
conserve power
across all facilities in
Blue Dart country,
sapling plantation
drives, etc. reveal
that Blue Dart
endeavours to
maintain a delicate balance between economic,
environmental and social interests.
In September 2014, over 7419 employees of
Blue Dart and DHL participated in one of the
largest CSR activities ever undertaken in India.
Global Volunteer Day 2014 witnessed blood
donation drives, material donation drives, sapling
plantations, visits to old age homes, children’s
homes, orphanages, visits to Teach for India (TFI)
and non-TFI supported schools etc. among various
other activities. Blue Dart has recently partnered
with renowned NGOs to support social causes
like women hygiene and sanitation, free cataract
surgeries for the elderly, lifestyle enhancement
through rural sports, providing science vans to
government aided schools etc.
Promotion
Blue Dart takes advantage of all the Six Ps of
marketing – Product, Price, Place, Promotion,
Process and People – which set it apart from
Blue Dart
its competitors. It continuously strives to
understand its customers’ needs and demands
and is under constant research into understanding
industry verticals and macro economic trends.
All of this helps Blue Dart to identify emerging
opportunities and develop customer-centric
products and solutions.
During special occasions or festive times,
Blue Dart offers exclusive services such as Rakhi
Express, Mango Express and University Express
schemes. Its award winning customer loyalty
programme, Blue Points, is the finest programme
of its kind in the industry and has been
benchmarked for its success.
Brand Values
Blue Dart is associated with international
standards, reliability, trustworthiness, hi-
technology, strong corporate social responsibility
and customer centricity. It stands for value, quality,
speed, efficiency, responsiveness and service
experience. Blue Dart’s service culture is further
bolstered through the quality programme – First
Choice – and initiatives such as Net Promoter
Score and Key Account Management programmes
which serve as a means to listening closely to the
voice of the customer and acting on it to deliver
delight in a process-driven manner.
Things you didn’t know about
Blue Dart
Blue Dart still has employees who
t
joined on day one
Pride of working for Blue Dart is rated
t
highest each year in the company’s
employee satisfaction survey
Blue Dart offers money-back
t
guarantee on its time definite services
Between April 2014 and March 2015,
t
Blue Dart carried over 139.68 million
domestic shipments and over 0.89
million international consignments,
weighing over 558,537 tonnes
Critical Express is a service that ships
t
vital items in a powerful net of security
and safety
Blue Dart’s sustainability initiative –
t
Blue Edge: Empowering Lives – is an
award-winning programme that has
transformed the lives of more than
838 young adults in Mumbai, Chennai
and Bangalore
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