Hyperlocal delivery startup Magicpin has rolled out magicNOW, a food delivery service that promises deliveries within 15 minutes, starting across six Indian cities following a successful pilot phase.
The pilot was conducted between November 14 and December 15 in Delhi NCR and Bengaluru, where 75,000 deliveries were completed through a network of over 2,000 food brands and more than 1,000 local restaurants. Partner brands include Chaayos, Faasos, Wendy’s, Burger King, McDonald’s, and Taco Bell, among others.
Anshoo Sharma, Co-founder and CEO of Magicpin, emphasized the focus on food freshness.
“Our mission with magicNOW is to only deliver fresh food prepared by the restaurants and not operate via any dark stores. To maintain freshness and cuisine integrity, the service is dedicated only to food delivery and operates within a 1.5-2 km radius of the consumer for quick 15-minute deliveries,” Sharma said.
magicNOW will now expand to Chennai, Hyderabad, Mumbai, and Pune.
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The service will be powered by Velocity by magicpin, which aggregates third-party logistics partners, including Shadowfax, Dunzo, Rapido, Porter, OLA, and Zypp. Currently, Velocity also caters to brands such as KFC, Burger King, and IGP Gifting.
The launch of magicNOW coincides with Magicpin’s significant growth on ONDC, where the platform processes 150,000 daily orders for food and logistics, recording a 1,500X surge in 16 months. The company fulfills 90% of food orders from buyer apps such as Paytm, Tata Neu, and Ola on the network.
During Diwali 2024, magicpin reduced its platform fee from INR 7 to INR 5, positioning itself at nearly half the fee charged by competitors Zomato and Swiggy. The move saw 500,000 orders recorded over the festive weekend, marking 2X year-on-year growth.
Founded in 2015 by Anshoo Sharma, Magicpin is recognized as India’s first and largest hyperlocal startup.
