In a notable development in India’s competitive hyperlocal delivery landscape, Magicpin’s rapid food delivery arm, magicNOW, has started to gain significant traction. Magicpin’s founder and CEO Anshoo Sharma announced today that magicNOW currently contributes 13% to the company’s overall food delivery orders — a promising milestone for a service launched just a few months ago.
magicNOW, introduced in December last year, is Magicpin’s answer to the growing demand for ultra-fast food delivery. With a unique value proposition that blends speed and freshness, magicNOW promises deliveries within just 15 minutes. Unlike many competitors who rely heavily on dark stores or cloud kitchens, magicNOW takes a different route by partnering directly with local restaurants. This approach ensures that customers receive freshly prepared meals straight from kitchens, not pre-packed or reheated food, enhancing the overall dining experience.
The secret to the service’s speed and reliability lies in its operational model. magicNOW functions within a tight delivery radius of 1.5 to 2 kilometers, ensuring riders can reach customers swiftly and consistently. This hyperlocal strategy minimizes travel time and helps maintain food quality, aligning with the company’s goal of delivering freshness alongside speed.
Magicpin had earlier announced that magicNOW completed its pilot run between November 14 and December 15 last year. During the pilot phase, the company gathered key insights on consumer behavior, restaurant partnerships, and delivery logistics. Encouraged by the success of this pilot, Magicpin officially rolled out the service across six major Indian cities, although specific city names have not been disclosed.
Since its launch, magicNOW has managed to scale quickly, thanks in part to Magicpin’s existing network of merchants and users. Magicpin, which started as a platform for discovering local retail and food options, has steadily grown its footprint in the hyperlocal delivery ecosystem. Its foray into rapid food delivery with magicNOW reflects a broader industry trend, where consumers are increasingly valuing convenience, quality, and speed.
According to Sharma, the 13% share of food orders coming from magicNOW underscores the growing consumer appetite for quick-service food delivery. It also signals that the company’s differentiated model — based on restaurant partnerships and tight delivery zones — may be resonating well with customers who seek both fast service and fresh food.
As the competition intensifies in India’s quick commerce sector, Magicpin’s strategy with magicNOW offers a potentially sustainable model that avoids some of the challenges faced by dark-store-based operators, such as inventory wastage and quality issues. The company is expected to continue investing in technology, rider efficiency, and restaurant collaborations to further expand the reach of magicNOW in coming months.
With a clear focus on speed, freshness, and hyperlocality, magicNOW is well-positioned to become a significant player in the evolving food delivery space — one 15-minute meal at a time.
