magicpin Launches 15-Minute Food Delivery Service

Hyperlocal delivery startup Magicpin has launched magicNOW to offer food delivery service in 15 minutes amid a rising competition in the instant delivery offerings.

As per the company, the new service, which completed its pilot phase between November 14 and December 15, will initially be launched across six Indian cities.

The service aims to maintain food freshness by operating within a strict 1.5-2 km delivery radius and partnering directly with restaurants rather than using dark stores, magicpin said in the statement.

“Our mission with magicNOW is to only deliver fresh food prepared by the restaurants and not operate via any dark stores, hence to maintain freshness and cuisine integrity, service is dedicated only to food delivery and will operate only within a 1.5-2 km radius of the consumer for 15 minutes quick delivery,” said Anshoo Sharma, cofounder and CEO of magicpin.

The company claims to have completed 75,000 deliveries during its pilot in select localities of Delhi NCR and Bengaluru. magicNOW will now expand to Chennai, Hyderabad, Mumbai and Pune

The new service will be powered by Velocity by magicpin, which aggregates third-party logistics providers, including Shadowfax, Dunzo, Rapido, Porter, OLA, and Zypp. The company currently offers Velocity services to brands such as KFC, Burger King, and IGP gifting.

magicpin’s restaurant partnerships focus on establishments specialising in quick turnarounds and dishes requiring minimal preparation time. The platform has partnered with over 2,000 brands including Chaayos, Faasos, Wendy’s, Burger King, McDonald’s, Taco Bell and more than 1,000 local restaurants.

The launch comes amid magicpin’s significant growth on ONDC, where it processes 150,000 daily orders for food and logistics, marking a 1500X surge in 16 months. The company fulfils 90% of food orders from major buyer apps including Paytm, Tata Neu, and Ola on the network.

In November 2024, during Diwali, magicpin reduced its platform fee to INR 5 from INR 7, positioning itself at half the fee charged by competitors Zomato and Swiggy. During the festive weekend, magicpin recorded 500,000 food orders, doubling its year-on-year numbers.