Final Employee Handbook

Dear Blue Darter,

I would like to congratulate you on your decision to be a part of
Blue Dart. With a modest beginning over three decades ago, Blue
Dart, part of the Deutsche Post DHL (DPDHL) Group, has
emerged as the undisputed leader in express services in India.
Today we have gained market share in both our Air and Ground
products, and will continue to do beyond, aiming to be and stay the market leader in
all aspects of our business.

The story behind our success is service excellence and relentless innovation to
meet our customers' evolving needs. We offer the finest services to our customers
every day. It is my pleasure to lead you and work with you in delivering value and
fighting hard for our customers.

However, it is important for us to not lose our long term focus. The road is open and
the route is set for Strategy 2020. Our Grow India plans have already been drawn out
and we must strive to be the Investment of Choice, Provider of Choice and Employer
of Choice.

In 2014, Blue Dart successfully became a part of DPDHL’s Post - eCommerce -
Parcel (PeP) division.

Now that you are a part of our team of dedicated professionals, you are entrusted to
guard the company's high standards and commitments. It's time to unlock the
potential that lies with each of us. It reverberates in the 'Can Do' spirit displayed by
every Blue Darter. Let's take advantage of our strong presence across Blue Dart
Country as we rule the skies and take giant strides on ground.

I am sure you will find the experience enjoyable, challenging and rewarding. Your
role will play an important part in the company's success.

This handbook encapsulates the Blue Dart policies and programs. Please take time
to familiarise yourself with the resources that will position you for victory.

Should you need more detailed information, you can contact the Human Resources
Department for any assistance or guidance.

Welcome to the Blue Dart Family.

Warm regards

Anil Khanna
Managing Director

1

Dear Blue Darter,

Welcome to the Blue Dart Family, South Asia's premier express
air and integrated transportation and Distribution Company.
People-First-Philosophy forms the CORE of our culture and is the
driving force of our organization. Our employees are our biggest
strength and we continue to focus on enhancing and developing
their capabilities.
It gives me great pleasure to present to you this Employee Handbook which will
serve as a quick reference manual during your journey with us. This handbook is
designed to acquaint you with Blue Dart as an organization and provide you with
information about its various business units, working conditions, benefits and
policies affecting your employment.
Our objective is to provide you with a work environment that is constructive to both
personal and professional growth.
Wish you all the Best
Regards

Barttanu Kumar Das
Head HR

2

CONTENT CONTENT

Our Vision and Our Quality Policy 6
7
Our Guiding Principles 8
9
Board of Directors and Key Managerial Pesonnel 10
11
Executive Management 12
13
Blue Dart - One of India’s Super Brand 18
19
Deutche Post DHL - The group at a glance
20
A Range of Unique Services Across the Globe 21
23
Corporate Social Responsibility
25
X-BU Initiatives 26

Subsidiaries of Blue Dart 38
w Blue Dart Aviation Ltd. 39
w Concorde 40
42
People First Philosophy 44

Milestones

Organisation Excellence
w First Choice
w Net Promoter Approach

Factors that contribute to Blue Dart’s Success

Core Products and Services Offerings
w Express Service Offerings
w Value Added Services
w Air Freight Services
w Product Innovation

Robust Controls

Technology

Key Technological Advances

Innovation

Organisation Health and Employee Communication
w Employee satisfaction Survey
w Open House
w Team Brief
w Town Hall

3

CONTENT CONTENT 47

w Open Door Policy 49
50
Annual Performance Appraisal 51
w Motiv-8
w Scope of Motive-8 53
w Target Setting of Filling in a KRA 55
w Mid Year Review 56
w Annual Performance Review
58
Panel Review
4
Career Growth

HR Policies and Processess
w Probation & Confirmation
w Leave Policies
w Compensatory Off
w Night Allowance
w Transfers

Reimbursements and Gifts
w Local Conveyance
w Picnic Allowance
w Marriage Gift
w Uniforms

Health and Wellbeing
w Mediclaim Policy
w Brace
w Annual Health Check-up

Employee Welfare
w DBF
w STEP
w Upstairs
w Discounted Personal Shipment
w Provision for Salary Advance

Training and Development
w Dangerous Goods Awareness Training
w Counter Training
w Product Training
w Package Handling

CONTENT CONTENT 60

Rewards and Recognition 61
w Bravo Blue Darter Award 64
w Super Darter Award
w True Blue - A Loyalist Program 67
w Employee of the Year Award
w Outstanding Sales Performer Award 69
70
Recruitment Process 75
w Grades and Designations 80
w Employee Scheme 83
87
Leadership Pipeline
w Management Trainee Scheme 89
w Mentoring 90
w Buddy Scheme
w Graduate Executive Trainee Scheme 5

Employee Relations and Statutory Benefits
w Provident Fund
w Gratuity
w ESI

Grievance Redressal Program

DPDHL Compliance

Code of Conduct

Deutsche Post DHL Code of Conduct

Discipline & Misconduct
w CARO - Companies
w Implication of Fraud

Policy on Sexual Harrassment
w Background
w Definition of Sexual Harrassment
w Guidelines
w Punishment

Corporate Governance

Accolades

OUR VISION OUR QUALITY POLICY

To be the best and set the pace in Meet and exceed customer
the express air and integrated expectations
transportation and distribution
industry, with a business and • Making every interaction a
human conscience. pleasant business experience
for the customer
We commit to develop, reward and
recognize our people who, through • Continuously providing value
high quality and professional added solutions through the
service, and use of sophisticated innovative application of
technology, will meet and exceed technology
customer and stakeholder
expectations profitably”. • Managing our brand tangibles,
experience, visibility &
communication.

• Maintaining high levels of
operational efficiencies

• At all times providing the
expected returns to our
shareholders

6

OUR GUIDING PRINCIPLES

w Treating each other fairly with respect and dignity.
w Encouraging freedom in communication of thoughts and ideas in all our

interactions.
w Valuing integrity and be uncompromising in upholding it at all times.
w Giving due importance to the health, safety and well being of our people.
w Ensuring that our 'People First’ philosophy serves as a driving force behind the

success of our organization.
w Encouraging and inculcating a winning attitude in all our people.
w Encouraging learning, self-development and building effective leadership.
w Expecting our people to be accountable for all their actions related to the

Company.
w Providing a work place where each and every employee is nurtured & who in turn

will nurture the organization, thereby creating wealth for stakeholders.
w Driving the “First Time Right “concept to achieve 100% Quality and Customer

Satisfaction.
w Encouraging passion & enthusiasm for work, Service Quality and Customer Care.
w Projecting a positive, caring and professional image of our services and ourselves

at all times.
w Being conscious of the impact of all our actions on the environment.
w Being a law abiding, apolitical & secular company.

7

BOARD OF DIRECTORS

KEY MANAGERIAL PERSONNEL

8

EXECUTIVE MANAGEMENT

9

BLUE DART - ONE OF INDIA’S SUPER BRAND

Blue Dart commenced operations in 1983. Its first consignments were a few urgent letters and
a few shipments, which the company sorted under the staircase of a building. Spurred by this
small but positive response Blue Dart took giant steps and in quick succession heaped several
firsts. It was the first carrier in India to provide domestic and international on-board couriers, a
hub-and-spoke system and a 10.30 am delivery service. It also became the first company to
adopt technology, introduce employee satisfaction and customer satisfaction surveys, time
definite express door deliveries countrywide and deliver a domestic cargo aviation
infrastructure. Today, it is also certified to the ISO 9001 standards as also to the ISO
9001:2000 and ISO 9001:2008.

In 2005, Blue Dart's blue and green feathered hat was brightened by the addition of yellow and
red feathers when DHL Express acquired a stake. Already a leader in the domestic express
industry, this partnership catapulted Blue Dart to a global platform.

Today, the express industry has metamorphosed from delivering letters and documents to
delivering packages of all sizes to any destination. In short the industry is now a complete
end-to-end supply chain solutions provider. 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 services such as those
relating to octroi clearances, customs and security, track and trace, pickup services, retail
services, trade facilitation, warehousing and distribution and performance accountability.

Blue Dart's achievements have resulted in the organisation being benchmarked amongst the
best companies in the world.

Blue Dart continues to be one of the most admired and awarded companies in India. Recently
Blue Dart was honoured with the Readers Digest Trusted Brand Award, was noted one of
India’s Best companies To Work For by the Great Place to Work Institute five times in a row and
also voted a Superbrand for the seventh consecutive year.

Over the years, Blue Dart, as a brand, has evolved to become synonymous with reliability and
trustworthiness in delivering shipments across the length and breadth of India. It has always
made a conscious effort to create a bond with its customers and has, today, become
synonymous with value, quality, speed, efficiency, responsiveness and service excellence.

These are the reasons why customers trust Blue Dart with their consignments. Which, of
course, leaves just one thing unsaid: the difference between Blue Dart and others is the same
as the difference between an air express company and a courier service.

The fact is that Blue Darters don't just deliver shipments. They deliver peace of mind.

10

DEUTSCHE POST DHL - THE GROUP AT A GLANCE

The Deutsche Post and DHL corporate brands represent a one-of-a-kind portfolio of logistics
(DHL) and communications (Deutsche Post) services. The Group provides its customers with
easy to use standardized products as well as innovative and tailored solutions ranging from
dialog marketing and e-commerce related logistics to industrial supply chains. Around
480,000 employees in more than 220 countries and territories form a global network focused
on service, quality and sustainability. With programs in the areas of environmental protection,
disaster management and education, the Group is committed to social responsibility.
Deutsche Post DHL brings two powerful brands to the marketplace.
w The Deutsche Post brand stands for personal proximity, reliable quality and

groundbreaking services. Its success is built on the unique infrastructure in Germany,
consistently high quality in the mail business and innovative services in the area of dialog
marketing.
w The DHL brand stands for personal commitment, proactive solutions and local strength in
the parcel business as well as in international express, logistics and mail operations. Our
employees, who focus on customers’ needs and provide them with individually customized
solutions, help secure our success.
Corporate Divisions :
w Post - eCommerce - Parcel (PeP)
w DHL Express (DHLE)
w DHL Global Forwarding (DGF)
w DHL Supply Chain (DSC)

11

A RANGE OF UNIQUE SERVICES ACROSS THE
GLOBE

Deutsche Post DHL offers integrated services and tailored, customer-focused solutions for
managing and transporting letters, goods and information.

Post - eCommerce - Parcel (PeP) DHL Express (DHLE)

A broad spectrum of mail and parcel Your partner for courier, express and parcel
services. In addition, we are an expert in services by road, rail and in the air.
dialog marketing.

DHL Global Forwarding (DGF) DHL Supply Chain (DSC)

International air and ocean freight as well as Tailor-made contract logistics services and
European overland transportation services. Corporate Information Solutions.

12

CORPORATE SOCIAL RESPONSIBILITY

Blue Dart is a premium market leader has a comprehensive strategy for fulfilling our
corporate responsibility – “Living Responsibility”

Striking a balance between economic Economic benefit Pure Win- win:
benefit and assuming responsibility for business Combines societal
communities is the bedrock of
successful CR commitment and a and business
contributing factor to achieving Group benefit
targets
Pure
philanthropy

Societal benefit

Go Green Go Help Go Teach

¡ Carbon Neutral ¡ Global Volunteer Education ¡ Blue Edge:
Service Day Empowering Lives

¡ Earth Day ¡ Helpage ¡ Teach for India
¡ World ¡ Enactus India ¡ Agastya
¡ Disaster Relief
Environment Day ¡ NGO support International
¡ Grow Trees Foundation
¡ Lights Off Disaster management ¡ Magic Bus India
Foundation
Environmental protection ¡ Enactus India
¡ KARE – Tamil
Nadu

Responsible
business

practice is the
foundation of
our long-term
success at Blue
Dart and is a
core element of
our strategy.
We take our
responsibility
to society, to

the
communities in

which we
operate, to our
employees and

to the
environment

seriously.

As a socially responsible corporate, Blue Dart has spent 2% of EBIT amounting to
Rs. 405 lacs on its CSR initiatives in 2015-16.

13

CORPORATE SOCIAL RESPONSIBILITY

Best Demonstrated Practice 2015 & 2016 – Responsibility: GoTeach

Action Blue Edge: Empowering Lives program
Rationale
• Design and support meaningful activities to deliver
Details greater value and long-term benefits to young adults
from marginalized communities

• Empower and equip young adults with skills required
for employment, Life Skills, English Speaking,
Computer Skills, Customer Orientation

• Successful completion of 17 batches in Mumbai, 9
batches in Chennai and 3 batches in Bengaluru.

• 1,047 young adults impacted since 2008
• Received 50000 euros from DPDHL to start Chennai

school
• Nominated as a Lighthouse Project under GoTeach

from APEEMEA
• Organise mentoring sessions with Indian and global

SMT to give students a larger perspective of the role
they can play in bettering their communities

Best Demonstrated Practice 2015 & 2016 – Responsibility: GoTeach

Action Observing our GoTeach Initiatives
Rationale
• Design meaningful activities for enhanced partnership
Details with Teach for India ( TFI )

• Partnered with Agastya International Foundation &
Magic Bus India Foundation

• Deliver benefits to both organizations and students of
the underprivileged section of the society.

• Enhance the Blue Dart-DHL-TFI collaboration that
started in 2011. Furthering DP DHL’s goal to foster
educational equality around the world

• Activities include:
• Stationery Drive
• Leaders Week
• Leadership Development Program with TISS
• Kick-off and Annual Dinner
• End of Year Assessments
• Setting up a Library

• Partnered with Agastya to provide mobile science labs
to government aided schools

• Partnered with Magic Bus to facilitate rural sports
amongst underprivileged students

14

CORPORATE SOCIAL RESPONSIBILITY

Blue Dart’s Leadership In India – A Socially Responsible Corporate

Best Demonstrated Practice 2015 & 2016 – Responsibility: GoGreen

Action Observing our GoGreen Initiatives
Rationale
• Design meaningful activities for employees to create
Details awareness to contribute and synergy Commemorate
global environment issues

• Support the Living Responsibility’s GoGreen pillar
• Create awareness on the need to conserve energy and

contribute to a greener planet in our small way

• Switch off lights in all offices for 15 mins. Daily
• Switch off lights in all offices from 1-2pm on the last

Saturday of every month
• Earth Hour - Register pledge on DPDHL site, switch off

lights at residence from 8.30-9.30pm and through a
specially created Facebook campaign
• Earth Day – Awareness mailers, Wear Green
• World Environment Day – activities including quizes,
sapling distribution to children of Blue Dart employees.
• Tips for office or home, Quiz
• Pedal Power: encourage couriers to switch to bicycles
for short distance delivery
• Regular PUC checks: Blue Dart ensures that all its
vehicles go through periodic PUC checks to maintain
minimum pollution levels
• Sapling Plantation drive

Blue Dart’s Leadership In India – A Socially Responsible Corporate

Best Demonstrated Practice 2015 & 2016 – Responsibility: GoHelp

Observing our GoHelp Initiatives

• Timely response during natural disasters, Organise
Blood Donation Drives at various offices across India,
Invite NGOs to set up stall within office premises and
sell products by underprivileged people and organise
life saving workshop for the employees

• Use Blue Dart’s Aviation & Logistics expertise to reach
disaster afflicted areas at the earliest

• Help children suffering from Thalassaemia
• Empower the underprivileged to eke out a dignified

living
• Help employees learn techniques on first-aid and life

saving

• Blue Dart’s DRM team was amongst the first to help out
during the floods in AP & Karnataka: Employees
contributed for food, blankets and medicines for the
affected people. The packages were distributed by X
BU employees

• Blood Donation Drives organised in association with
THINK Foundation

• Partnered with HelpAge India to conduct 666 Free of
cost Cataract surgeries.

• Partnered with Enactus to help develop and implement
community development projects to enhance livlihood
of the underpriviledged.

15

CORPORATE SOCIAL RESPONSIBILITY

Details • Cardiopulmonary Resuscitation (CPR) Workshop was
organised for the employees along with Fortis
Hospitals, Mulund

• Stall activity encouraged by all 4 BUs
• Supported NGOs like:
• Urja – providing solar lamps in rural areas
• Goonj – Provided relief material to J&K flood victims
• Dignity – Offer FOC support for ‘Joy of Giving’ week
• Concern India Foundation – Offer FOC support

Blue Dart’s Leadership In India – A Socially Responsible Corporate

Action • Implement and manage Global Volunteer Day across
Rationale India with X BU

Details • Provide regions and X BU with programme, internal
and external communications support

• Bring to life one of the goals of Strategy 2020 – to make
a positive contribution to our world

• Respond to our employees’ desire to help the local
communities

• Over 4,209 employees from Blue Dart and DHL spent
10,501 volunteer hours in various initiatives

• Activities conducted across 30 cities
• GoTeach – Over 440 volunteers dedicated 1,461 hours

in 34 activities
• GoHelp – Over 3,167 volunteers dedicated 7,726

hours in 135 activities
• GoGreen – Over 602 volunteers dedicated 1,314

hours in over 20 activities

16

CORPORATE SOCIAL RESPONSIBILITY

Blue Dart’s Leadership In India – A Socially Responsible Corporate

Best Demonstrated Practice 2015 – Leadership, Credibility, Responsibility

Action Blue Dart Global CSR Awards
Rationale
• Blue Dart Global CSR Awards (February 18, 2016)
Details
• To showcase Blue Dart and DHL as responsible
corporations and establish them as thought and
knowledge leaders

• The Awards recognized those organizations that make
a difference and enable the future

• In the past years the event was well attended by
leading organisations like United Nations, Sanofi,
KPMG, Hewlett Packard, CRY, Indian Institute of
Corporate Affairs and others.

• The awards recognized organizations that best
demonstrate leadership and commitment towards
bringing a change across different businesses.

• The 5th enhanced edition of Blue Dart's World CSR
Day was inaugurated by Padmashree Dr. Prakash
Baba Amte, Yogesh Dhingra, Belinda Tan, Koichi
K a n e d a , S e n i o r D i r e c t o r - C S R , Ta k e d a
Pharmaceutical Company Ltd. and Dr. Massouda
Jalal, Former Minister of Women, Founding
Chairperson, Jalal Foundation, Afghanistan.

• The event began with an inspiring talk by Ramon
Magsaysay Award winner Padmashree Dr. Prakash
Baba Amte.

17

X-BU INITIATIVES

Starting with a commercial growth agenda, Grow India has evolved to a multi-functional X-BU
engagement platform which was conceptualized in 2007.
X BU and Grow India: Engaging the larger organization through Councils and Cross Business
Initiative (DHLE, DSC, DGF and Blue Dart) to leverage each other's strength and represent
DPDHL India Capabilities as one group.
Under this X-BU Initiative the following committees were formed:
India Steering Committee (ISC) to Own and Direct the X BU Grow India Program to achieve
it’s maximum potential.
India Commercial Council: (ICC) to Design & Drive commercial X BU initiatives increasing
DHL share of wallet.
India Operations Council: (IOC) to Support each other in creating an end-to-end solution for
key customers + insights from lead BU improves other BUs performance.
India Finance Council: (IFC) to provide the visibility to the financial data to the X BU Forum.
India IT Council: (ITC) to support the various councils with IT solutions to automate
functioning.
India Marcomm/CoRe Council: (IMC) to be the spokesperson of the India X BU program to the
internal and external customers.
India HR Council: To generate thrust into the India X BU program through people
engagement.
CEOs of BUs and SMTs network on a regular basis.
The program encourages to leverage cost and productivity opportunities through Councils.
X BU teams - Bringing employees closer together through communications and R&R
programs; Lead Gen Program.

18

SUBSIDIARIES OF BLUE DART

BLUE DART AVIATION LTD
Blue Dart Aviation Ltd. (BDAL) is an Associate Company of Blue Dart Express Ltd. Tulsi
Nowlakha Mirchandaney is the Managing Director at Blue Dart Aviation, India’s only domestic
cargo airline and South Asia’s largest with a fleet of five B757. The office is based in Chennai,
India. It operates scheduled night express cargo flights including domestic and regional
charters. It has an in-house maintenance capability and provides aircraft maintenance and
engineering support to other airlines.
Blue Dart Aviation commenced operations in June 1996. Blue Dart Express holds a 49% stake
in Blue Dart Aviation. The balance 51% is with Indian Shareholders.
Blue Dart Aviation operates scheduled services in 7 stations

w Ahmedabad, Bengaluru, Chennai, Delhi, Kolkata, Hyderabad and Mumbai
CONCORDE
Concorde Air Logistics Ltd. (CALL) is a wholly owned subsidiary company of Blue Dart
Express Ltd. Concorde Air Logistics Ltd. (CALL) is engaged in the business of clearing and
forwarding of time sensitive air cargo packages.

19

PEOPLE FIRST PHILOSOPHY

Our 'People First' philosophy is the driving force of our organisation. We believe that people at
Blue Dart are our most important asset. This unique philosophy motivates our people to deliver
to the best of their capacity, enhances their professionalism and productivity and helps them
achieve their true potential. It provides an opportunity and an environment in which to work,
that is on par with global professional levels, thereby ensuring healthy profits and continued
growth for the company as well as for its committed workforce.
This philosophy helps in meeting the most important objective of our company – to develop a
happy, motivated and productive 'People Force' – resulting in excellent service to our
customers.
Manifestation of 'People First' philosophy
The objective is to have a highly-motivated people force to deliver quality service, ensure
profits and continuous growth.
A cross functional team called 'Initiators' carries out various activities in an informal
environment throughout the year, across all branches.
This team helps in creating positive energy and a special bond among our people to keep them
motivated at all times. The 'Initiators' team organises various family, sports and health
activities across all branches.
Some of the elements of the people practices are as below:

w Culture of growing people from within (succession development)
w Strong management and leadership team
w Leadership at all levels – act as role models and walk the talk
w Open door policy
w Strong HR systems & processes, implemented HRMS PeopleSoft
w Culture of employee feedback, facilitation and redressal of feedback mechanism
w Strong employee top-down and bottom-up communication systems
w Reward and recognition of employees
w Culture of celebration

20

MILESTONES

1983 Blue Dart is born
1984
Alliance with FedEx
1991 First Domestic & International on-board Couriers
1992 Hub & Spoke System
1993 10.30 am delivery service
1994
First adopter of technology COSMAT-1
1995 Introduced Dart Surfaceline

1996 First to introduce ESS in the domestic market
1998 E-mail network started
1999
2000 First to introduce CSS in the domestic market
2002
Introduced DART APEX
2004 Goes Public with an equity offer of 2.55mn shares
2005 Introduced COSMAT-II
2006
2007 Acquire 2nd Boeing 737-200 freighter
Developed SMART system for its aircrafts
Blue Dart Kolkata Office inaugurated by Mother Teresa

First Domestic Cargo Aviation Infrastructure – introduced 2 B737-200 freighters
First to be certified to the ISO 9001 standards

Launched SMART BOX

Blue Dart moves to the Blue Dart Centre

First e-commerce Website launched
Acquired 3rd Boeing 737-200 freighter

First to be re-certified to the ISO 9001-2000 standards
Signs alliance with DHL
Fuel Surcharge introduced

Induction of 4th and 5th B737-200 Express Freighters

DHL acquired 81.03% shareholding

First to induct 2 Boeing 757-200s
Launched SMS based mobile tracking system

Inducted 3rd Boeing 757-200 freighter

21

MILESTONES

2007 Launched Ground Express service
2008 Launched features like FOD, FOV, DOD
Introduced First Choice
2009
2010 25th Year
2011 India Domestic Strategy
2012 Inducts 4th B757-200
2013 First integrated Blue Dart –DHL facility in Bangalore
Introduced Net Promoter Approach
2014
Implemented Grow India Strategy
2015 Introduced TDD for DP & Apex
2016 Super Brand – 5th time in a row

Certified to ISO 9001-2008 standards
Launched P2P, DSP & TCL
Awarded Great Place to Work for the 1st time

Piloted Smart Truck
Launched India's First Carbon Neutral Service
Awarded GPTW for the 2nd time

Introduces the World CSR Day
Inducted 5th B757-200 Freighter
Awarded GPTW for the 3rd time
DHL reduced its stake to 75% in order to company with statutory requirements

30th year
Introduced TDX, RFID Pilots, Critical Express Launched , CAF Implemented
Fuel Surcharge mechanism reformulated
Awarded GPTW – 4th time in row
BDE declared dividend (bonus debentures)
Close interactions with etailers to understand their requirements

Separate structure planned for etailing
Smart Truck roll out planned
Margin Improvement measures
Awarded Great Place To Work - for the 5th time in a row
Became part of Post – eCommerce – Parcel (PeP)

Launched 1st eFulfillment Centre in Delhi-NCR
Acquired additional 21% stake in Blue Dart Aviation
Launched India’s first Parcel Locker & Mobile Service Centers, Auto-Sorters

Acquired its 6th Boeing 757 – 200 Freighter
Blue Dart offers Payment Options via 7 Mobile Wallets

22

ORGANISATION EXCELLENCE

FIRST CHOICE
What is First Choice ?
First Choice is an initiative within Deutsche Post DHL, originally aimed at making processes
more customer focussed.
First Choice got introduced in Blue Dart in the year 2007.
First Choice is all about Quality Improvement. It is a disciplined, data-driven approach and
methodology for eliminating defects and waste in processes, improve productivity and
efficiency.
It is a systematic and sustainable approach to transform the business, increase customer
satisfaction and continually improve service quality and thereby ensure customer delight. It
enables us to consistently deliver a superior service experience to our customers to become
their First Choice.
Objective of First Choice is : To be the “First Choice” - for customers, employees and investors.
We follow the three basic principles to achieve the excellence in Service Quality.

w Focus on the CUSTOMER
w Understand the PROCESS
w All EMPLOYEES committed to quality and excellence
By using First Choice, the underlying causes of recurring problems and issues are located and
then removed, thereby making everybody's job easier and more satisfying.
With First Choice, you don't have to choose between excellent quality and low costs;
both are possible when processes are aligned.

23

ORGANISATION EXCELLENCE

NET PROMOTER APPROACH :
NPA (Net Promoter Approach) is a global methodology used to measure customer loyalty and
ensure that we are working on customers feedback to improve on their overall experience to
the customer of Blue Dart Express Limited.
By engaging customers in gathering continuous and direct customer feedback, executing
subsequent improvement activities, they help us to improve quality and the brand image.
Other than the obvious benefit of increased customer loyalty and higher retention rates, NPA
also creates selling opportunities, reduces costs and increases market share.
Net Promoter Approach enables Blue Dart Express to capture and analyse customer
feedback on a daily basis.
The feedback :
1. Is feedback to the business to generate service improvement initiatives.
2. Is shared with all the relevant direct or indirect stakeholders for corrective action.

24

FACTORS THAT CONTRIBUTE TO BLUE DART'S
SUCCESS

Blue Dart is a premium market leader in India.
Key Differentiators
1. Own Aviation Network
2. Market Leading Transit Times
3. Reliabilitiy & High Service Quality
4. Extensive Reach & Network
5. Best – In – Class Technology
6. Strong Brand Equity & Saliency
7. Responsiveness to Customer
8. Passionate & Committed Team
9. Pioneer & Innovator

25

CORE PRODUCT AND SERVICE OFFERINGS

Blue Dart is the premium express market leader in India with the widest range of services. The
company offers services in air, ground and multi modes in day definite and time definite
delivery schedules. At the core of the product mix strategy is the constant effort to develop
specific solutions for various industries.

Blue Dart’s Leadership In India – Core Product & Service Offering

Blue Dart is a premium market leader in India with the widest range of express delivery services

Express Service Offerings Value Added Services Air Freight Services (GFS)

• Domestic Priority (Dox) • GOGREEN Carbon Neutral Service • Domestic Airport-to-Airport Services
• Dart Apex (WPX) [CNS] • Interline Services
• Dart Surfaceline (Ground) • Charters
• Smart Box (Air / Ground) • Time Definite Delivery Services [TDD]
• Express Pallet (Air / Ground) • Domestic Priority 1030 & 1200
• International Services • Dart Apex 1200

Etailing specific services • Critical Express
• Demand Draft on Delivery [DOD]
Ÿ Dart Apex (etailing) B2C • Freight on Delivery [FOD]
Ÿ Dart Surfaceline (etailing) B2C • Insurance Arrangement [FOV ]
Ÿ eFulfillment • Cash on Delivery [COD]
Ÿ X-Border • Temperature Controlled Logistics

[TCL]
• Dart Surfaceline Plus [DSP]
• Ground Point to Point [P2P]

26

CORE PRODUCT AND SERVICE OFFERINGS

EXPRESS SERVICE OFFERINGS

Blue Dart’s Leadership In India – Core Product & Service Offering

Express Service Offerings

Description Domestic Priority
Features
Advantages • The fastest, most-reliable, domestic door-to-door
Benefits delivery service for documents and small shipments,
under 32 kgs per piece.

• Day Definite delivery
• Free Computerized Proof of Delivery
• Real Time tracking
• Free Pickup

• Delivery Next business day before end of business
hours

• Day Definite delivery
• Free Computerized Proof of Delivery
• Real Time tracking
• Free Pickup

Blue Dart’s Leadership In India – Core Product & Service Offering

Express Service Offerings

Dart Apex

Description • Blue Dart’s efficient door-to-door day definite delivery
Features solution for commercial shipments that require
Advantages regulatory clearance and specialized handling through
Benefits the distribution chain, offering unfailing reliability and
speed.

• Day Definite delivery
• Free Computerized Proof of Delivery
• Real Time tracking
• Free Pickup
• Wide Reach
• Airport to Door service
• Door to Airport service

• Economical
• Delivery as per the promised transit time

• Freight on Delivery
• Demand Draft on Delivery
• Freight on Value - Insurance arrangement
• Single window clearance
• Ease of Shipping and Tracking
• Safety and Security
• Speed

27

CORE PRODUCT AND SERVICE OFFERINGS

Blue Dart’s Leadership In India – Core Product & Service Offering

Express Service Offerings

Description Dart Surfaceline
Features
Advantages • Dart Surfaceline is Blue Dart’s premium ground
Benefits express service providing economical door-to-door
ground distribution solutions across India.

• Day Definite delivery
• Free Computerized Proof of Delivery
• Real Time tracking
• Free Pickup
• Wide Reach

• Economical
• Delivery as per the promised transit time

• Freight on Delivery
• Demand Draft on Delivery
• Freight on Value - Insurance arrangement
• Ease of Shipping and Tracking
• Total control
• Safety and Security
• Regulatory clearance

Blue Dart’s Leadership In India – Core Product & Service Offering

Express Service Offerings

Description Smart Box – Air / Ground

Features • A convenient, economical, packaging unit priced to
Advantages include a door-to-door delivery service within India.
Benefits The units come in 2 sizes–10kgs and 25kgs - and are
designed to accommodate a variety of products.

• Day Definite delivery
• Flexible
• Convenient
• Free Computerized Proof of Delivery
• Real Time tracking
• Free Pickup

• Economical
• Options to accommodate 2 weight ranges

• Ease of Shipping and Tracking
• Safety and Security
• Regulatory clearance

28

CORE PRODUCT AND SERVICE OFFERINGS

Blue Dart’s Leadership In India – Core Product & Service Offering

Express Service: Packaging solutions

Description Express Pallet – Air / Ground

Features • A convenient, flexible yet economical way to send
Advantages goods within India in both air and ground modes. The
Benefits units come in 3 sizes, which can be built to
accommodate 50kgs, 75kgs and 100kgs and are
designed to accommodate a variety of products.

• Day Definite delivery
• Flexible
• Convenient
• Free Computerized Proof of Delivery
• Real Time tracking
• Free Pickup

• Economical
• Options to accommodate various weight ranges

• Ease of Shipping and Tracking
• Safety and Security
• Regulatory clearance

Blue Dart’s Leadership In India – Core Product & Service Offering

International Express Services

Description International Services

Features • Blue Dart offers DHL Document Express (DOX), DHL
Advantages Worldwide Package Express (WPX) and the Express
Benefits Easy 6 (10 kgs) and 8 (25 kgs) packaging solutions, a
one-stop shipping process for reliable, time-definite,
door to door delivery of international documents and
packages. The service offers access to 220 countries
and territories worldwide and the extensive, quality
network of Blue Dart and DHL.

• State of the art information systems
• Specialized fast handling facilities
• Door to door one company control
• World class packaging
• Door to door service
• Simple documentation

• Online status tracking
• Faster transit times

• Peace of mind
• Reliable
• Ease of Shipping and Tracking
• Safety and Security

29

CORE PRODUCT AND SERVICE OFFERINGS

VALUE ADDED SERVICES

Blue Dart’s Leadership In India – Core Product & Service Offering

Domestic Value Added Services

GoGreen Carbon Neutral Services GOGREEN

Description • A specialized Carbon Neutral service initiative,
wherein the customers are provided with an
Features environmentally responsible shipping option to
Advantages neutralize the carbon emissions produced by the
Benefits transportation of their shipments. Blue Dart GoGreen
Carbon Neutral service will not only enable customers
to contribute to a greener future, but also help build
healthier and productive communities.

• Evaluate emissions
• Offset carbon emissions in high quality Gold Standard

projects
• CO2 emission reports
• Robust accounting systems to measure CO2

inventory
• Annual Certificate
• Available on all product range – Domestic and

International

• Effective Carbon Management
• Offset Carbon emissions

• Ensures a balance between economic benefit and
assuming responsibility for communities

• Positive impact on climate change
• Support corporate sustainability mandates

Blue Dart’s Leadership In India – Core Product & Service Offering

Domestic Value Added Services

Description Time Definite Delivery Services – Domestic Priority

Features • TDD 1030 and TDD 1200:
Advantages A guaranteed door-to-door time-definite delivery of
Benefits shipments by air the next possible business day by
1030 hours / 1200 hrs from select locations to select
pincodes, targeted at time-critical business-to
business needs. This service comes with a money
back guarantee.

• Time Definite delivery
• Money back guarantee
• Free Computerized Proof of Delivery
• Real Time tracking
• Free Pickup

• Delivery next Business day by 10:30 hours / 12:00
hours

• Peace of mind
• Fast & Reliable service offering
• Ease of Shipping and Tracking
• Total control
• Safety and Security

30

CORE PRODUCT AND SERVICE OFFERINGS

Blue Dart’s Leadership In India – Core Product & Service Offering

Domestic Value Added Services

Description Time Definite Delivery Services – Dart Apex

Features • TDD 1200: A guaranteed door-to-door time-definite
Advantages delivery of commercial shipments by air that require
Benefits regulatory clearances and specialized handling on the
next possible business day by 12:00 hours from select
locations to select pincodes, targeted at time-critical
business-to business needs. This service comes with a
money back guarantee.

• Time Definite delivery
• Money back guarantee
• Free Computerized Proof of Delivery
• Real Time tracking
• Free Pickup

• Delivery Next Business day by 12:00 hours

• Peace of mind
• Fast & Reliable service offering
• Ease of Shipping and Tracking
• Total control
• Safety and Security

Blue Dart’s Leadership In India – Core Product & Service Offering

Domestic Value Added Services

Description Critical Express
Features
Advantages • Critical Express is an express solution to move any
Benefits critical items (like passport, tenders, original
papers/certificates, property documents, any item
perceived as ‘critical’ in the mind of the customer etc)
in Blue Dart network in a more secure and safe
manner.

• A securitized Product Feature
• Travel under separate Pack type
• Special eco-friendly flyer (packaging) for enhanced

security and identification

• Day definite service available at all Domestic Priority
serviced pincodes

• Specialized service ensuring security and safety of the
shipments in Blue Dart network

• Peace of mind
• Fast & Reliable service offering
• Ease of Shipping and Tracking
• Total control
• Safety and Security

31

CORE PRODUCT AND SERVICE OFFERINGS

Blue Dart’s Leadership In India – Core Product & Service Offering

Other Domestic Value Added Services

Description Value Added Services: Cash on Delivery (COD)
Features
Advantages • India’s most successful and reliable COD service
Benefits wherein the value of the shipment will be collected from
the consignee at the time of delivery.

• Day Definite delivery
• Best in class Remittance
• Free Computerized Proof of Delivery
• Real Time tracking
• Free Pickup

• High brand equity and value proposition for e-com
players

• Fastest remittance cycle, giving competitive advantage
to e-com players

• High Delivery Performance, leading to consumer
satisfaction

• Peace of mind
• Fast & Reliable service offering
• Ease of Shipping and Tracking
• Total control
• Safety and Security

Blue Dart’s Leadership In India – Core Product & Service Offering

Other Domestic Value Added Services

DOD Value Added Services

• Demand Draft on Delivery (DOD):
The invoice value of the shipment booked by the
customer will be collected from the consignee in the
form of a demand draft at the time of the delivery. The
demand draft collected from the consignee will be
returned to the customer to complete the transaction.

FOD • Freight on Delivery (FOD):
FOV Service wherein the freight of the shipment will be
collected from the consignee at the time of delivery.

• Freight on Value (FOV): Insurance Arrangement
Blue Dart facilitates arrangements to insure customer
goods through an insurance company. In an eventuality
of the shipment being damaged or lost while in BDE
custody, BDE would assist the customer in the claim
process and ensure the claim is settled in the minimum
possible time after shipper/consignee hands over
required documents to the insurance company.

32

CORE PRODUCT AND SERVICE OFFERINGS

Blue Dart’s Leadership In India – Core Product & Service Offering

Domestic Industry specific solution.

Description Temperature Controlled Logistics ( TCL )

Features • Temperature Controlled Logistics Solution ensures
Advantages safe and compliant transport in frozen, chilled and
Benefits ambient conditions. Using appropriate cooling
mediums, the packaging performance delivers
temperature for the range - 20°C, 2 - 8°C and 15 - 25°C
for varying distribution times.

• Day Definite delivery
• Validated environmental friendly recyclable packaging

solution
• Temperature loggers for temperature control
• Extensive reach
• Direct delivery to hospitals / pharmacy
• Free Computerized Proof of Delivery
• Real Time tracking
• Free Pickup

• Use of Own network
• All temperature ranges - ambient, chilled and frozen

shipments
• Temperature control through packaging / dry ice.

• Fast & Reliable service offering
• Ease of Shipping and Tracking
• Total control through experienced operations handling
• Safety and Security

33

CORE PRODUCT AND SERVICE OFFERINGS

Blue Dart’s Leadership In India – Core Product & Service Offering

Domestic Customized Express solution.

Description Dart Surfaceline Plus ( DSP )
Features
Advantages • An economical, multimodal, door-to-door, distribution
service within India. A cost-effective logistics option for
less time-sensitive bulk shipments. This service
essentially bridges the gap of transit time between Dart
Surfaceline and Dart Apex in the location it offers its
service.

• Day Definite delivery
• Apt for less time sensitive bulk shipments

• Economical

Benefits • Experienced operations handling
• Safety and Security

Blue Dart’s Leadership In India – Core Product & Service Offering

Domestic Customized Express solution.

Description Ground Point to Point ( P2P )
Features
Advantages • P2P is a Blue Dart’s ground express solutions wherein
entire truck is contracted to a single customer from
point (origin) to point (destination).

• Day Definite delivery
• Apt for less time sensitive bulk shipments

• Economical

Benefits • Experienced operations handling
• Safety and Security

34

CORE PRODUCT AND SERVICE OFFERINGS

AIR FREIGHT SERVICES

Blue Dart’s Leadership In India – Core Product & Service Offering

Air Freight Services

Description Airport to Airport ( ATA)

Features • An air freight service available on the flights operated
Advantages by Blue Dart Aviation between the airports of
Benefits Ahmedabad, Kolkata, Delhi, Mumbai, Bangalore,
Hyderabad and Chennai. Blue Dart’s air freight
services provide late cut-offs and early morning
deliveries, supported by its security checks and x-ray
screening at its airside warehouses.

• Day Definite delivery
• Convenient
• Real Time Tracking
• Large Capacity

• No cooling period
• Late night pickups
• Early morning deliveries

• Safety and Security

Blue Dart’s Leadership In India – Core Product & Service Offering

Air Freight Services

Description Interline Services

Features • Blue Dart has Interline agreements with major
Advantages international airlines. By setting up its own
Benefits infrastructure of airside bonded warehouses, Blue Dart
is permitted to carry interline transshipment cargo
between its operating stations. This provides
international airlines with a cost effective option to
market at locations other than their gateways in India.
Their domestic geographical reach is extended without
compromising quality.

• Reliable
• Convenient
• Transshipment cargo to BD stations.
• Large Capacity

• Economical
• In-house ground handling and maintenance capability

• Safety and Security

35

CORE PRODUCT AND SERVICE OFFERINGS

Blue Dart’s Leadership In India – Core Product & Service Offering

Air Freight Services

Description Charter Services

Features • To meet the growing demand for speedy and secure
Advantages distribution of large cargo volumes, Blue Dart initiated
Benefits domestic Charter flights. Blue Dart’s freighter aircraft
offer volumes and dimensions currently not available
with any other domestic airline and this is supported by
efficient ground-handling facilities, India’s only
computerized cargo reservation system and express
driven efficiencies.

• Convenient
• Computerized cargo reservation system
• Large Capacity

• Large cargo volumes and dimensions
• Efficient ground handling facilities

• Timely and speedy delivery
• Safety and Security

PRODUCT INNOVATION
Blue Dart’s Leadership In India – Product Innovations

Blue Dart is a premium market leader in India with the widest range of express delivery services

Time Definite Delivery Time Definite Delivery Rakhi Express UE Baggage Critical Express
1030 DP 1200 Apex & 1200
Surfaceline

Express Easy Student Smart Box - Air Smart Box - Ground Express Pallet GOGREEN Carbon
Air / Ground Neutral Service

36

CORE PRODUCT AND SERVICE OFFERINGS

Dart Surfaceline

Ground Express Services
from the Leader in
Air Express

Critical Differentiators

Ÿ Superior & Best in Breed:
Ÿ Brand Value
Ÿ Transit Times
Ÿ Reach
Ÿ Security
Ÿ Infrastructure
Ÿ Service Quality
Ÿ Customized Solutions

Blue Dart’s Leadership In India – Own Ground Network

GPS Technology enables real-time visibility
at package level, total control enables
dynamic routings

GPS Ÿ Vehicles are tracked through GPS
Control devices

Ÿ Network Control Centre monitors New DJemlhu i
every vehicles
Jrd
Ÿ Visibility Atq
Ÿ Track and Trace
Ldh

Aba
Gzb

Ggn Nda

Ahmedabad Kot Knp
All
Qgr Udi Dhanbad
Ahd Jbl
Mumbai Jmd
Kolkata

Rjk Bdq Ind Beragohra
Sur Ola
Vap Ngp

Nbm Nsk Aur Ichapuram
Pnq
Hyderabad Vzg
Khl

Vij

Mlr

Mys Chennai

BengaluruSal

Caa Ede
Plg Cjb

Cok

Network Control Centre

37

ROBUST CONTROLS

Blue Dart’s Leadership In India – Robust Controls

Blue Dart is a premium market leader in India with robust shipment controls –
An average of 17 scan per shipment

consignor pick up Security In Scan Data Entry Bagging Scan
Origin airport Check In Scan

Transfer challan Connec on Manifest Out Scan
Scan

Dest. Airport In Scan Out Scan Transfer challan Area In Scan Out Scan
Consignee Delivery
Sheet
Delivery

38

TECHNOLOGY

Advanced technology deployment across products, services, customers and
internal processes have further enhanced customer delight.

Blue Dart’s Leadership In India – Superior Technology Usage

Blue Dart is a premium market leader in India backed by cutting edge technology; over 78% of customers
by revenue use Blue Dart’s technology

Information Technology- Network: Tools for Customers

TrackDartTM MailDartTM MobileDartTM InternetDartTM

Keep pace with Track your Shipment status The memory bank
your shipments. shipment by on your cellphone. for your business.

e-mail.

PackTrackTM ShopTrackTM ImageDartTM ShipDartTM

Streamline your Let your customers Get Delivery Control your
shipping process. track their orders. Challans online. shipment from

desktop

Blue Dart’s Leadership In India – Superior Technology Usage

Blue Dart is a premium market leader in India backed by cutting edge technology; technology usage
enables Blue Dart control of its entire network

Information Technology- Network: Tools for Internal Applications

COSMAT-II SMARTTM CARESSTM SHIELDTM

Blue Dart ERP Aviation Space Complaints/ Security
Management Appreciation Investigation
SA’FIRETM System
Sales Force System System
Automation ACTUATE
MpowerTM PRIDE
System Business
Intelligence Financial Accounting HRMS
Payroll, Invoicing MS-Exchange
System

39

KEY TECHNOLOGICAL ADVANCES

KEY TECHNOLOGICAL ADVANCES
Blue Dart’s Leadership In India – Key Technological Advances

Blue Dart is a premium market leader in India with superior technology deployment

WDL: Productivity OTM: Productivity Ground Technical
Management Management Support

Blue Dart’s Leadership In India – Smart Truck

Blue Dart is a premium market leader in India. The Smart Truck – Sustainable Intelligence on the route
pilot is another step forward towards superior network control

Customers:
• Leverages bring dynamic and flexibility into pickup

and delivery operations
• Added value by providing full transparency along the

supply chain for all involved parties
• Enables new innovative products, services
• System does the sorting hence a simplified and less-

error prone inbound process
• Visibility of operations increases and hence the

customer can be updated of the expected time of
delivery
Environment:
• Reduction of CO2 emissions and transport costs due to
dynamic tour planning
• Planning engine can be customised to set a condition
for number of stops for a said route

40

KEY TECHNOLOGICAL ADVANCES

Blue Dart’s Leadership In India – GOGREEN Carbon Neutral Service (CNS)

India’s first end-to-end GOGREEN Carbon Neutral Service offered by Blue Dart & DHL across all domestic
& international markets.

• Service allows customers the option to neutralise GOGREEN Carbon Neutral Service is
their carbon footprint and build a cleaner, safer available across the following product &
environment for the current and future generations services

• Customers can neutralize their carbon footprint by Express Service Offerings
paying an offset charge • Domestic Priority
• Domestic Priority 1030 & 1200 (TDD)
• Carbon emissions from customer shipments will be • Critical Express
offset by reinvesting in environmental protection • Dart Apex
projects • Dart Apex 1200 (TDD)
• Dart Surface line
• A certificate will be issued to the customer annually • Dart Surface line Plus
that will mention the total amount of CO2 offset per • Smart Box on Air & Ground
customer • Express Pallet on Air & Ground

Carbon Management guarantees the neutralization Customized Solutions
Carbon Management (CM) • Temperature Controlled Logistics
• Point to Point
Centre of CM assures to establish CO2 reduction in different
external climate protection projects in equivalent amount as

from the shipments.

41

INNOVATION

Blue Dart’s Innovation – Mobile Service Center & Parcel Locker

Blue Dart is the pioneer of various innovative solutions. It recently launched its first Service Center On
Wheels / Mobile Service Center and Parcel Locker. to offer unique delivery features across locations.
MOBILE SERVICE CENTER
• Service center on wheels to offer unique delivery features
• To cater to deliveries at highly populated residential areas
• Vehicle carries the load for an entire locality and is stationed at a
central point from where staffs disperse for delivery
• Customers can book shipments at the Mobile service center when
it is stationed at its halt point
• Vehicle halts at 3 halt points throughout the day catering to
densely populated delivery routes
• The vehicle is well equipped with Customized interior for
Shipment Storage, Charging ports and Electronic delivery device
stations, Sorting space & Counter to book shipments

PARCEL LOCKER
• The first of its kind, innovative, automated, 24x7 last mile delivery

service set to ease collection of orders for online shopping
customers
• Allows customers to collect their shipments from the facility 24
hours a day/7 days a week/365 days a year delivery mechanism
• Specially benefiting the e-tail customers who may not be present
during regular delivery hours, who now can collect their shipments
from at any time as per their convenience.
• Mobile technology integrated with specially designed lockers to
ensure customers get all-day access to their shipments from a
safe, secure and convenient facility.

42

INNOVATION

Blue Dart’s Innovation – Mobile Wallet & Blue Way

Blue Wallet - A Customer Convenience initiative to facilitate COD Deliveries!!!

Blue Dart offers Payment Options via
7 Mobile Wallets

Cool Benefits of Mobile Wallet are:
Ÿ Cashless Transaction
Ÿ Quick service
Ÿ No need to worry about arranging for small change
Ÿ Trouble free Process
Ÿ Faster TAT
Ÿ Improved Productivity
Ÿ Improved First-Time Right %
Ÿ Quicker remittance to Customers
Ÿ Cash Collection Update Automated
Ÿ Quicker Reconciliation with Supervisor

Blue Way

Blue Way is an innovative delivery program that allows every single Blue Darter to participate in
delivering customer delight during peak months, especially since there is immense pressure on our
Frontline Operations during this period, some of which can be reduced through our Blue Way
Program.
Blue Darters from all functions and grades (except delivery staff) may voluntarily come forward to
deliver e-tail packages in pincodes of their choice during the given period. Delivery can be done on
all days of the week except during working hours.

43

ORGANISATION HEALTH & EMPLOYEE
COMMUNICATION

EMPLOYEE SATISFACTION SURVEY

Blue Dart has always believed in Employee's Feedback in checking the organisational health
and bringing improvement in people processes and leadership behaviour. To institutionalize
this process Employee Satisfaction Survey-ESS (EOS) was started in 1992 and ever since
that ESS has been the best mechanism to gauge the Employee Satisfaction level and the
people's perception towards the Organization as a whole. Almost 99% of eligible employees
participate in the annual Employee Satisfaction Survey. The ESS surveys has been reflecting
good satisfaction level of the employees and pride for working in Blue Dart remains as a
highest ranking item (more than 97%). Besides this, few other parameters such as ‘Job secure
with good performance’, ‘BDE does a god job for customers’ and ‘Working in BDE is good for
me’ also ranked high.

It is a direct indicator of our internal customer satisfaction. It helps us to get valuable feedback
from our people and undertake appropriate action in areas, which require improvement. The
ESS survey is carried out on an annual basis with the objective of gauging the perception of
the employees regarding the organization and identifying the pain areas.

THERE ARE THREE STAGES IN THE ESS PROCESS

Employee Engagement Communication & Action Planning
Completion of annual Feedback Session

ESS

Survey Administration

w The process of providing feedback on various questions mentioned in the survey
questionnaire.

w Our Managing Director personally drives this process. The communication on ESS is sent
from MD's desk asking the employees to express their views honestly through the ESS
survey.

Feedback session :

w Once the survey results are compiled and published each boss would have a feedback
session with his/her team wherein they would discuss ways to bring in improvements in
their groups working.

44

ORGANISATION HEALTH & EMPLOYEE
COMMUNICATION

Action Plans:

w This involves implementing the action plans determined during the feedback session.

During the ESS administration, the administrators are identified and briefed on the
process. For the ESS feedback session, Facilitators are identified for facilitating the
feedback session and are also given training on the facilitation. During this process, the
Facilitators listen to the various issues and concerns of the work teams, evolve action
plans to resolve/clarify them for higher employee involvement and satisfaction.

MD also facilitates some of the ESS feedback sessions. The feedback from the
employees are treated with utmost seriousness. It is analyzed at the Senior Management
level and accordingly actioned upon.

Blue Dart has always been scoring high through the years & this is because the
Management has always actioned on the feedback given whichever was possible.

OPEN HOUSE

w As a “People First” company, we believe in two way communication and transparency and
each Blue Darter has the liberty to air his / her views / concerns. Open House is a forum
where all employees of a location discuss with their superior the issues concerning them
openly and work out the solutions.

w Open House for Metro Locations for BDE employees is conducted once in six months and
Non-Metro locations is conducted once in a year.

w Open House for PDA staff for Metro and Non-Metro is also conducted once in a year.

w We encourage them to give their feedback during Open Houses and contribute
productively to the discussion.

w We count in on our employee's participation.

TEAM BRIEF

w The Company has launched “Team Brief” a unique initiative to strengthen and enhance
structured communication in the organization for higher employee alignment, awareness
and engagement.

w The Team Brief initiative which was launched in May, 2009, is designed to promote and
foster top - down and bottom - up communication once in a month in all locations of the
organization.

45

ORGANISATION HEALTH & EMPLOYEE
COMMUNICATION

w The Team Brief document is prepared every month in four perspectives i.e. Economy &
Market, Business Growth & Program, Process Dimension & People.

w The Managing Director of the company triggers the Team Brief to his reportees and Senior
Management on a scheduled date every month and in a time bound manner, the Team
Brief is cascaded along with the functional/local brief to all the employees of the
organization.

TOWN HALL
w MD personally visits all the regions and conducts Town Hall with the Senior Management
and Functional Heads and addresses the Regional Heads & Functional Heads directly on
the strategy and the goals of the organization.

OPEN DOOR POLICY
w The company has an open door policy wherein any employee can approach the Senior
Management without going through a hierarchy for resolving urgent/critical issues, giving
feedback or suggestions.

46

ANNUAL PERFORMANCE APPRAISAL

MOTIV-8 IS BDE'S PERFORMANCE MANAGEMENT SYSTEM

Objective of Motiv-8
w Promote a highly performance driven organization
w Differentiate high performers from the rest
w Reward individuals commensurate to the performance
w Provide incentive to go the extra mile

SCOPE OF MOTIV-8

For all grades L14 & above the performance is based on Motive-8 online system through
PRIDE, whereas for staff II & III a simple appraisal form is used.

The performance management cycle consists of the following steps
1) Target Setting
2) Midyear review of the KRA
3) Performance evaluation at the end of the year
4) Employee Career Aspiration
5) Individual Development plan

TARGET SETTING OF FILLING IN OF KRA

Based on the company goal the individual goal of an employee is drawn and after approval by
the manager the target setting is done at the beginning of the year basically from February to
April. The target or KRA should be SMART i.e specific, measurable, achievable, result
oriented & time bound.

The document is created at the beginning of the year by the HR and each individual is required
to fill in his/her KRA in PRIDE with the weightage for each KRA. The document is available for
all L14 & above in each individuals login of PRIDE.

MID YEAR REVIEW

The midyear review of the KRA is done to review the goal if there is any change due to either
change in role or transfer.

ANNUAL PERFORMANCE REVIEW

The Annual Performance Appraisal happens from January to March of the following year
which is meant to measure employee performance on the following two criteria:

A. Goals/ KRAs
B. Competencies

47

ANNUAL PERFORMANCE APPRAISAL

However the above is a guideline and management decides on the progress & growth
based on organization requirements in consultation with HR.

w Annual Appraisal Ratings are based on employee performance on Goals/KRAs
achievement and the appraisal ratings to determine the extent of increments.

w Competency assessment is based on the competencies defined for each grade and are
used for potential assessment

w Final assessment is conducted in three phases, Self Assessment of KRA achievement by
each individual in PRIDE which is vetted by his immediate managers assessment
followed by final assessment by Boss’ Boss.

w The assessment of each employee is based on a Five level Scale – 5 (Far Exceeds
Expectation), 4 (Exceeds Expectation), 3 (Meets Expectation), 2 (Partially meets
Expectation) & 1 (Does not meet Expectations)

w After the final assessment the performance feedback discussion between Appraiser and
Appraisee with respect to the performance takes place to design the roadmap for further
action

ANNUAL PERFORMACE APPRAISAL

KRA Achievement Competency Mapping on
Assessment Performance - Potential

Matrix

Appraisal Rating, Potential Rating Career Planning /
Increments Succession Planning /
Leadership Development

48

PANEL REVIEW

w Panel review is the process of review of performance and potential of high potential
employees for their developmental growth and succession plans.

w The initiative was launched after due customization in Blue Dart in 2011 to strengthen
succession development through structured cross functional assessment, feedback to the
managers and assignment of individual development plan.

Through this process their Strengths, Areas of Development are documented and the
Individual Development Plans are finalized after feedback and mutual discussion.

Panel
Owner

Reviewer

Reviewer

Panel

Reviewer Panel
Facilitator

Reviewer

49

CAREER GROWTH

w Blue Dart has been following a strategy of grooming and growing frontline personnel since
inception through planned exposure, rotation, developmental input and career
opportunities to the front line as part of it's career development policy.

w All key roles are filled up through internal managers to the extent possible and in case of
skill-set not available within the company, talent from outside is hired.

w Majority of the leadership roles i.e. Managing Director, Finance Director and Chief
Operating Officer, Customer Service Head, Air OPS Head, Regional and Sales Heads , IT
Head have grown internally.

w The above has been made possible by a robust 2nd line concept nurtured across the
organization for all key roles through assignment of various exposures, handling of
projects, cross functional initiatives, coaching and mentoring.

w This has resulted in development of domestic express industry’s unique and unmatched
leadership competencies, expertise and retention of talent.

Career Progression at Blue Dart

w The Performance Appraisal is an integral part of our career progression cycles within the
Performance Management System.

w Career Paths: A formal career path exists in Blue Dart. All career paths have a underlying
management structure. Promotions within each career path are aligned with the needs of
the organization. The various options for promotions are as under:

1. Normative Career Growth: Here the promotion is done once in a year for employees
meeting expectation on a regular basis i.e. getting a rating of 4 (Exceeds Expectation)
or 5 (Far Exceeds Expectation) in at least 2 of the last 3 performance cycle & have
completed atleast 3 years in the current position and also if his current position has not
reached the upper limit in terms of grade.

2. Fast Track Career Growth: To motivate employees who far exceeds expectation (5
rating) in the last 2 performance cycle can be promoted to the next level in 2 years of his
current position provided his grade in his current role has not reached the upper limit.

3. Structural Promotion: An employee can be promoted for a position or role which is
vacant due to the resignation or due to a higher role given.

w Based on the performance and the progressive path followed by an individual promotions
are awarded.

w Promotion can be :
Verticle - Intra Band & Inter Band
Horizontal - Rll Change

50