magicNOW Contributes 13% to magicpin’s Food Delivery Orders: Anshoo Sharma’s Bold Bet Pays Off

magicNOW has quickly scaled to account for 13% of magicpin’s food delivery orders, with ambitions to hit 20% by the fiscal year-end. This article, published on Startup INIDAX, explores magicNOW’s unique 15-minute delivery model, its expansion to 20 cities, and partnerships with over 21,000 restaurants. We’ll also dive into the competitive quick commerce landscape, magicpin’s logistics arm Velocity, and Sharma’s hands-on leadership, showcasing why magicNOW is reshaping India’s food delivery sector.

A New Player in Quick Commerce: magicNOW’s Rise

Picture this: you’re craving a piping-hot pizza, and it arrives at your door in just 15 minutes, straight from the oven. That’s the magic of magicNOW, magicpin’s quick commerce service that’s shaking up India’s food delivery game. Launched in September 2024, magicNOW contributes 13% to magicpin’s overall food delivery orders, a stunning achievement in under eight months, according to Anshoo Sharma, magicpin’s co-founder and CEO. As Startup INIDAX reports, this milestone highlights magicpin’s knack for innovation in a market ruled by heavyweights like Zomato and Swiggy. With sights set on reaching 20% of orders by the fiscal year-end, magicNOW is proving that speed and quality can go hand in hand.

What Makes magicNOW Unique?

What sets magicNOW apart from the pack? Unlike other quick commerce players that stockpile items in dark stores, magicNOW partners directly with restaurants to deliver freshly prepared meals. Operating within a 1.5-2 km radius, it ensures your food arrives hot and fresh, preserving what Sharma calls “cuisine integrity.” This focus on freshness is paying off—magicNOW boasts 10% higher monthly customer retention than magicpin’s platform average. Startup INIDAX notes that this customer-first approach stands out in a market where speed often trumps quality. During its pilot phase from November 14 to December 15, 2024, magicNOW handled 75,000 deliveries in Delhi-NCR and Bengaluru, showcasing its operational grit.

Anshoo Sharma’s Vision for magicNOW

Anshoo Sharma isn’t just a CEO; he’s a visionary steering magicpin toward new heights. His brainchild, magicNOW, was born from the growing demand for ultra-fast food delivery. “We’re not about dark stores; we’re about delivering fresh food straight from restaurants,” Sharma told PTI. His ambitious goal is for magicNOW to contribute 20% to magicpin’s food delivery orders by the fiscal year-end. Sharma’s track record speaks for itself—magicpin’s revenue for FY 2023-24 soared to Rs 870 crore, tripling from the previous year. Startup INIDAX points out that Sharma’s IIM Ahmedabad education and stints at firms like Bain & Company have honed his ability to thrive in India’s fast-paced startup scene.

Scaling Rapidly: From 6 to 20 Cities

magicNOW hit the ground running, launching in six major metros: Bengaluru, Hyderabad, Mumbai, Chennai, Delhi-NCR, and Pune. Within months, it expanded to 20 high-density cities, a bold move that reflects magicpin’s growth strategy. This rapid scaling taps into urban India’s hunger for quick, convenient delivery. Sharma emphasizes that the 1.5-2 km delivery radius keeps operations tight and efficient, even as the service grows. According to Startup INIDAX, this expansion aligns with the quick commerce boom, where urban consumers prioritize speed without sacrificing quality.

The Power of Partnerships: 21,000+ Restaurants

At the heart of magicNOW’s success is its network of over 21,000 restaurants, up from 3,000 at launch. From global giants like McDonald’s, Burger King, and Taco Bell to beloved local eateries, magicNOW offers something for every palate. These partnerships focus on restaurants that can whip up orders fast, ensuring deliveries stay within the 15-minute window. Sharma highlights that local merchants love magicNOW because it drives extra business without the steep commissions charged by bigger platforms. Startup INIDAX reports that this collaborative model has been key to magicNOW’s 13% contribution to magicpin’s food delivery orders.

Velocity: The Logistics Backbone

How does magicNOW deliver so fast? Enter Velocity, magicpin’s logistics aggregator platform. Velocity pulls together third-party providers like Shadowfax, Dunzo, Rapido, Porter, OLA, and Zypp, creating a seamless supply chain for brands and sellers. This approach cuts costs and boosts scalability, letting magicNOW operate smoothly across 20 cities. Unlike competitors with their own delivery fleets, magicpin’s reliance on Velocity offers flexibility and efficiency. Startup INIDAX notes that Velocity also powers deliveries for brands like KFC and Burger King, proving its value beyond magicNOW.

magicNOW’s Impact on magicpin’s Growth

magicNOW’s 13% share of magicpin’s food delivery orders isn’t just a statistic—it’s a springboard for the company’s growth. As India’s third-largest food delivery app, magicpin holds a 10% market share in cities like Delhi and Bengaluru. Its integration with the Open Network for Digital Commerce (ONDC) has supercharged its reach, handling 90% of ONDC’s food orders and processing 150,000 daily orders. Sharma’s focus on value—think competitive pricing and cashback rewards—has fueled organic growth through word-of-mouth. Startup INIDAX predicts that magicNOW’s momentum will push magicpin’s market share even higher.

Competing in a Crowded Market

India’s quick commerce market is a fierce battlefield, with Zomato’s Blinkit, Swiggy, Zepto, and newcomers like Swish and Zing all vying for the top spot. Yet, magicNOW stands out by prioritizing fresh, restaurant-prepared meals over dark store models. During the 2024 festive season, magicpin slashed platform fees to Rs 5 per delivery, compared to Rs 10 by rivals, resulting in 5 lakh orders over a single weekend. Sharma’s strategy of offering deals—like a McDonald’s burger for Rs 50 less—has won over budget-conscious customers. Startup INIDAX highlights that magicNOW’s 15-minute delivery promise, paired with affordability, makes magicpin a serious contender.

Anshoo Sharma’s Hands-On Leadership

Sharma’s leadership is anything but desk-bound. On New Year’s Eve 2024, he and magicpin’s top execs took to the streets of Delhi-NCR, Mumbai, and Bengaluru, delivering food alongside their partners. “It’s our busiest night, and our leadership is out there hustling with our delivery team,” magicpin shared on X. This hands-on approach not only lifted team spirits but also showed Sharma’s dedication to understanding the customer experience. Startup INIDAX emphasizes that such moves reflect magicpin’s customer-centric culture, which has driven magicNOW’s rapid rise.

What’s Next for magicNOW and magicpin?

magicNOW is gunning for a 20% share of magicpin’s food delivery orders by the fiscal year-end, and Sharma is confident it’s achievable. Plans include growing its restaurant network and fine-tuning logistics via Velocity. magicpin is also investing Rs 100 crore to onboard 100,000 new restaurants on ONDC, cementing its role as the network’s top food delivery seller. As India’s quick commerce market heats up, magicNOW’s focus on freshness, speed, and value will drive its next chapter. Startup INIDAX sees magicpin evolving into a hyperlocal super app, offering everything from food to fashion in one place.

Why magicNOW Matters for India’s Food Delivery Future

magicNOW’s 13% contribution to magicpin’s food delivery orders is impressive, but its real impact lies in transforming how Indians get their food. By prioritizing restaurant-prepared meals, it supports local businesses while meeting the demand for speed. Its 15-minute delivery model, powered by Velocity and a vast restaurant network, offers a sustainable twist on quick commerce. For Anshoo Sharma and magicpin, magicNOW proves that innovation and customer focus can disrupt even the toughest markets. As Startup INIDAX observes, magicNOW isn’t just delivering food—it’s delivering the future of hyperlocal commerce.