magicpin Launches magicNOW for 15-Minute Food Delivery on Trial

India's third-largest food delivery app, magicpin, has introduced a new quick food delivery service, magicNOW, which promises delivery within 15 minutes. This pilot program is aimed at providing rapid, fresh food delivery across key Indian cities and metropolitan areas.

What is magicNOW?

magicNOW is designed to deliver food within a 1.5 km to 2 km radius from participating restaurants. The primary focus of the service is to maintain food freshness and integrity while delivering fast. MagicNOW is set to launch in major Indian cities including Bengaluru, Hyderabad, Mumbai, Chennai, Delhi-NCR, and Pune.

Pilot Phase Success

During the pilot phase, which ran from November 14 to December 15, magicNOW completed a remarkable 75,000 deliveries from a network of over 2,000 food brands and 1,000 local restaurants. Among the notable restaurant partners were Chaayos, Faasos, and Wendy’s, which contributed to the success of the initiative. The service has been particularly effective in meeting the growing demand for ultra-fast food delivery without compromising on food quality.

Freshness Over Dark Stores

Unlike other services that operate through dark stores, magicNOW prioritizes delivering fresh food prepared by restaurants themselves. Anshoo Sharma, co-founder and CEO of magicpin, emphasized that the service would maintain food freshness and integrity by not relying on dark stores, ensuring that customers receive hot and freshly made food within minutes.

Strategic Partnerships for Quick Delivery

The partnership between magicpin and restaurants that specialize in quick-turnaround dishes has been key to the success of the pilot program. The collaboration ensures that magicNOW can offer fast delivery of dishes that require minimal preparation time. Magicpin also ensures that delivery partners are not differentiated between regular deliveries and those from magicNOW, ensuring a smooth and efficient delivery process.

Powered by Velocity by magicpin

The magicNOW service is powered by Velocity by magicpin, an aggregator of third-party logistics (3PL) providers, ensuring that the food delivery process is seamless, fast, and reliable. Magicpin collaborates with leading logistics partners such as Shadowfax, Dunzo, Rapido, Porter, Ola, and Zypp under Velocity to ensure high-speed, dependable service.

Growth of Quick Commerce in India

The launch of magicNOW comes at a time when India’s quick commerce industry is experiencing rapid growth. According to a report by Chryseum, the quick commerce market in India has witnessed a growth of over 280% in the past two years. The market is valued at $3.34 billion in 2024 and is expected to reach $9.95 billion by 2029, growing at a compound annual growth rate (CAGR) of over 4.5% during this period.

Competition with Swiggy

Magicpin’s quick delivery service will compete directly with Swiggy’s Bolt, which has scaled its 10-minute delivery offering to over 400 cities across India. This intensifying competition highlights the increasing demand for ultra-fast food delivery and the significant role of quick commerce in reshaping the food delivery landscape.

Conclusion

With the introduction of magicNOW, magicpin is tapping into the growing market for rapid food delivery in India. The service’s focus on delivering fresh, high-quality food in just 15 minutes sets it apart from other platforms and promises to enhance the convenience of customers across major cities. With a growing quick commerce market, magicpin aims to become a major player in the industry, offering customers quick, reliable, and fresh food delivery experiences.