Hyperlocal ecommerce startup Magicpin’s 15-minute food delivery service, MagicNow, currently accounts for 13% of all food delivery orders on the platform, with plans to increase this share to 20% by the end of FY26.
The Zomato parent Eternal-backed company had piloted the service across several Indian cities and metros last year in December.
“MagicNow is showing 10% higher monthly retention than Magicpin’s platform average. We’ve received a strong response from both consumers and restaurant partners, especially local merchants, and will continue to double down on this high-growth vertical,” Anshoo Sharma, founder and chief executive of Magicpin, said on Monday.
Launched in November 2024, the quick delivery platform delivers freshly prepared meals from partner restaurants within a 1.5 km–2 km radius without using a dark store model.
MagicNow has grown its presence from six metro cities to 20 major cities across India, while expanding its network of restaurants and merchant restaurants from 3,000 to over 21,000, it said.
According to the company, this growth has been driven by Magicpin’s proprietary logistics platform, MagicFleet, which now handles a significant share of MagicNow orders.
The development comes at a time when food delivery and quick commerce platforms, having rapidly expanded 10 to 15-minute grocery delivery services in urban markets, are now extending the ultra-fast delivery model to food as well. However, some platforms are reconsidering the approach.
On May 1, Eternal shut down its 15-minute food delivery service, Quick, and its homely meals offering, Everyday, due to insufficient demand. The company is now consolidating its quick food delivery service under Blinkit’s Bistro vertical.
On the other hand, Swiggy is expanding its 10-minute food delivery service, Bolt, which operates through selected restaurant partners offering limited menus. On May 2, Swiggy said that Bolt had expanded from 400 cities to 500 cities in December.
The Zomato parent Eternal-backed company had piloted the service across several Indian cities and metros last year in December.
“MagicNow is showing 10% higher monthly retention than Magicpin’s platform average. We’ve received a strong response from both consumers and restaurant partners, especially local merchants, and will continue to double down on this high-growth vertical,” Anshoo Sharma, founder and chief executive of Magicpin, said on Monday.
Launched in November 2024, the quick delivery platform delivers freshly prepared meals from partner restaurants within a 1.5 km–2 km radius without using a dark store model.
MagicNow has grown its presence from six metro cities to 20 major cities across India, while expanding its network of restaurants and merchant restaurants from 3,000 to over 21,000, it said.
According to the company, this growth has been driven by Magicpin’s proprietary logistics platform, MagicFleet, which now handles a significant share of MagicNow orders.
The development comes at a time when food delivery and quick commerce platforms, having rapidly expanded 10 to 15-minute grocery delivery services in urban markets, are now extending the ultra-fast delivery model to food as well. However, some platforms are reconsidering the approach.
On May 1, Eternal shut down its 15-minute food delivery service, Quick, and its homely meals offering, Everyday, due to insufficient demand. The company is now consolidating its quick food delivery service under Blinkit’s Bistro vertical.
On the other hand, Swiggy is expanding its 10-minute food delivery service, Bolt, which operates through selected restaurant partners offering limited menus. On May 2, Swiggy said that Bolt had expanded from 400 cities to 500 cities in December.
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