Magicpin - The Success Story of the Online Business Discovery and Rewards Platform

Magicpin - The Success Story of the Online Business Discovery and Rewards Platform
Magicpin - The Success Story of the Online Business Discovery and Rewards Platform

Company Profile is an initiative by StartupTalky to publish verified information on different startups and organizations.

Exactly when smartphones became the devices that could do everything, the users started feeling the need to be excited and well-informed about the entertainment activities happening in their locality. Besides, with the world summed up on their mobile devices, they also began to search and explore what they could do and where they could go nearby. Furthermore, they also started to filter the results on the basis of cost. All these searches have just multiplied over time and with not many apps that are equally smart and convenient for the users, Magicpin was started by two brilliant minds.

Magicpin was co-founded by Anshoo Sharma and Brij Bhushan in 2015. Both these co-founders were at Lightspeed India and Nexus Venture Partners, respectively, before they started Magicpin. This company drives discovery to local retailers across various industries such as fashion, food & beverages, and grocery establishments. Magicpin also has Zomato co-founder Deepinder Goyal as an independent director of the company, who joined it last July.

Check out this StartupTalky Magicpin Company Profile and read more about Magicpin Business Model, Funding, Magicpin Competitors, Revenue, Founders, .

Magicpin - Company Highlights

Startup Name Magicpin
Headquarter Gurugram, India
Sector E-commerce
Founders Anshoo Sharma, Brij Bhushan
Founded 2015
Legal Name Samast Technologies

Magicpin - About & How does Magicpin work?
Magicpin - Founders and Team
Magicpin - Name, Tagline and Logo
Magicpin - Mission and Vision
Magicpin - Business Model & Revenue Model
Magicpin - Shareholding
Magicpin - Funding & Investors
Magicpin - Growth
Magicpin - Product and Service
Magicpin - Competitors
Magicpin - Partnerships & Tie-ups
Magicpin - ESOPs
Magicpin - Future Plans

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Magicpin - About & How does Magicpin work?

To put it simply, Magicpin is an online location intelligence platform that allows the users to discover restaurants, fashion stores, spa, and fitness centers in the nearby areas. Headquartered in Gurgaon, Haryana, Magicpin is a platform for merchants and brands to engage and provide personalized offers to their customers.

  • Recognition: Magicpin as a platform also enables the users to get followers, likes, and comments for their taste and interests in local activities.
  • Referral Chain: Brings out the uniqueness by getting the merchant’s customers to spread the word in the locality and amongst their social circles.
  • Discovery: Magicpin enables discovering of trending events, interesting people, and relevant activities around `A1Q the users' locality that makes it all the more interesting for users.
  • Potential customer acquisition: Caters to both new and established merchants to acquire potential consumers in the course of the business.
  • Increase in utilization: Build transactions in off-peak hours and liquidate excess inventory.
  • Savings: Through merchants, rewards programs specially designed for Magicpin users.
  • Enhancing customer engagement: MagicPin comes up with strategies and offers that existing customers can come back more often.

Magicpin - Founders and Team

Magicpin is co-founded by Anshoo Sharma and Brij Bhushan.

Anshoo Sharma and Brij Bhushan
Founders of MagicPin, Anshoo Sharma and Brij Bhushan (From left to right)

Anshoo Sharma

Magicpin CEO & Co-Founder Anshoo Sharma had more than 15 years of professional experience in investing, consulting, and tech roles across India and the USA when he founded Magicpin. He was the second person on Lightspeed's India team where he spent close to 6 years and led or was actively involved with nine investments.

Anshoo was at Bain & Co for four years before Lightspeed. He joined Bain in Boston and was a part of Bain's early team in India where he was an advisor consultant. Anshoo has graduated from IIM-Ahmedabad and before that he was working at Motorola and Hughes Software (Aricent) in product and technology roles for 3 years. Outside of work he enjoys spending time with family, driving, music, and movies.

Magicpin Team
Magicpin Team

Brij Bhusan

Brij Bhusan, COO & Co-Founder of Magicpin, had spent a large part of his professional life where he was closely involved in the start-up ecosystem with Nexus as an investor and leadership role at an early stage start-up before that. Even he spent 4 years at Bain & Co's India and USA office after graduating from IIM Bangalore and had been in technology-related roles before that.

Brij is quite passionate about problem-solving and building things from scratch. Outside of living his dream of building Magicpin, he likes to spend time with his family followed by traveling and reading.

Abhishek Awasthi is a founding member of Magicpin, who was closely aligned with the team soon after the company was founded. Awasthi was serving as the Senior Vice-President of the company till August 2022. The magic pin company is currently 500-1,000 members strong.

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"No exaggerations. We are on a mission to make hyperlocal magical," goes the tagline of magicpin.

Magicpin Logo
Magicpin Logo

Magicpin - Mission and Vision

Magicpin is on a mission and vision is to make hyperlocal magical and to emerge as the go-to platform for the users who search for companies and services online and earn rewards.

Magicpin - Business Model & Revenue Model

“Our business model is funded primarily by merchant and the brands”, says Anshoo.

Anshoo adds about the Business Model of Magicpin, that merchants and brands use the platform to engage or provide personalized offers to their customers. They pay a recurring platform fee and a per-transaction charge for the business that Magicpin drives to them.

“We are primarily a data and technology company, resulting in a very capital-efficient cost structure that allows us to scale to a large customer and merchant base without significantly increasing our costs”, says Anshoo Sharma, CEO and co-founder of Magicpin.

Magicpin operates via a back-end platform that reads bill invoices that are uploaded by the customer. It logs the amount spent and the items consumed which help the system track the shopping pattern of the user. The bills work as validation for the user who can post content across categories such as food & beverages, fashion, grocery, etc.

The customers share their local experiences through picture stories and the users get rewarded with ‘Magicpin points’. These points can then be used to buy many more services and experiences at Magicpin partnered merchants. The user experiences are diversified across varied interesting categories like restaurants, nightlife, beauty, and fashion through pictures.

For revenue generation, Magicpin charges a commission from the merchant for each transaction. Sharma pegged the rate of commission between 10-12% as per news report of September, 2017. Advertising and marketing is another source of revenue as the company can leverage its consumer data and provide advertising and promotion to merchants that help the latter reach out to customers better.

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Magicpin - Shareholding

Below is the shareholding pattern of Magicpin:

Shareholding Pattern Percentage
Lightspeed India 44.11%
The Bunting Family private Fund LLC 6.81%
Moonstone Investments Limited 5.29%
Others 5.85%
Promoters 37.9%

Magicpin - Funding & Investors

Magicpin has raised a total of $104.8 million in funding over 9 rounds. The company raised $60 million from Zomato on November 10, 2021, which was the last funding round that the company has seen. It previously raised $3 million in a Venture round led by Oyo’s founder Ritesh Agarwal through his personal special purpose vehicle (SPV) RA Holdings at a post-money valuation of $165 million.

Date Stage Amount Investors
November 10, 2021 Series D $60 million Zomato
August 31, 2021 Venture Round $3 million Ritesh Agarwal, Lightspeed, The Bunting Family and Moonstone
July 2020 Series C $3 million Samsung Venture Investment Corporation
May 2020 Series C $3.8 million Lightspeed, Waterbridge Ventures, The Bunting Family Private Fund and Moonstone Investments
November 2018 Series C $20 million Lightspeed India Partners
March 2018 Debt Financing $1 million Trifecta Capital
May 31, 2017 Series B $7 million Lightspeed Venture Partners
May 11, 2016 Non Equity Assistance $50K Google Launchpad Accelerator
February 22, 2016 Series A $3 million Lightspeed Venture Partners

Magicpin is funded by 6 lead investors and 14 investors overall, including WaterBridge Ventures, Lightspeed Venture Partners, Srivatsan Rajan, Moonstone Investments, The Bunting Family Private Fund, Trifecta Capital Advisors, and more.

Magicpin funding

Magicpin - Growth

According to the official website, at present, Magicpin has over 6 Million users and is operational in 12+ cities including Delhi, Gurugram, Noida, Bengaluru, Mumbai, Pune, Hyderabad, Chandigarh, Jaipur, Goa, Chennai, and Ahmedabad.

The company has grown 7x over the last year and generates an average of $3 million in revenue. Over 1 million users have shared 5 million+ experiences and are active on the app. Magicpin’s active users spend up to 70 minutes on the app every day. The startup has provides savings on its wide network containing more than 170K merchants across the Delhi NCR region, Bengaluru, and Jaipur.

The company works with larger retailers such as McDonald's, Hard Rock Cafe, KFC, Beer Cafe, Keventers, and Subway contributing 25% of the total business while remaining 75% comes from the long-tail of smaller merchants. F&B garners the largest share of business for the company at 60%, followed by fashion and beauty.

During the pandemic, Magicpin announced essentials delivery by leveraging its partnerships with local retailers and has tied up with last-mile delivery logistics firms to deliver orders for essential products such as groceries, packaged food, and hygiene products.


Magicpin Financials
Magicpin Financials
Magicpin Financials FY20 FY21 FY22
Operating Revenue Rs 205 crore Rs 146 crore Rs 233 crore
Total Expenses Rs 306 crore Rs 192 crore Rs 384 crore
Profit/Loss Loss of Rs 95.5 crore Loss of Rs 43.7 crore Loss of Rs 145 crore


Magicipin total expenses rises from Rs 192 crore in FY21 to Rs 384 crore in FY22.

Below is the expense breakdown:

Expenses Breakdown FY21 FY22
Operating Cost Rs 103.54 crore Rs 166.55 crore
Advertising and promotional Rs 11.2 crore Rs 80.72 crore
Points Redemption Cost Rs 24.1 crore Rs 55.5 crore
Employee Benefit Expense Rs 34.85 crore Rs 55.4 crore
IT Cost Rs 6.5 crore Rs 8.9 crore
Other Expenses Rs 11.9 crore Rs 16.93 crore


Magicpin's FY21–FY22 financial results show serious difficulties, as seen by the EBITDA margin falling from -29.11% in FY21 to -60.17% in FY22. The increase in the ratio of expenses to operating revenue from Rs 1.32 in FY21 to Rs 1.65 in FY22 is indicative of operational inefficiencies. Additionally, there was a significant fall in capital usage efficiency as evidenced by the ROCE, which fell from -179.12% in FY21 to -42.84% in FY22.

Magicpin FY21-FY22 FY21 FY22
EBITDA Margin -29.11% -60.17%
Expense/Rs of Op Revenue Rs 1.32 Rs 1.65
ROCE -179.12% -42.84%

Magicpin - Product and Service

45-minute pharmacy delivery service

In an effort to expand into new markets, Magicpin has introduced a 45-minute nationwide pharmacy delivery service for hyperlocal retail on June 1, 2022. The service's quick delivery and user-friendly interface are intended to raise the bar for the pharmacy industry.

Magicpin - Competitors

Some of the top Competitors of Magicpin are:

  • Nearbuy is seen as one of Magicpin's top competitors. Nearbuy was founded in 2010 and is headquartered in Gurgaon, Delhi. Nearbuy generates 175% of Magicpin's revenue and competes in the Systems Software industry.
  • The BlueBook is one of Magicpin's top rivals. The BlueBook was founded in 2012, and its headquarters is in Bangalore, Karnataka. Like Magicpin, The BlueBook also works within the Application Software industry.
  • Little is a Private company that was founded in 2015 in Bangalore, Karnataka. Little also works within the Application Software field, just like Magicpin.

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Magicpin - Partnerships & Tie-ups

Magicpin, the local discovery, and commerce platform has tied up with McDonald’s, The Beer Café, Decathlon, Chaayos, Smaaash, and thousands of local merchants to launch augmented reality on its app, thus becoming the first Indian company to implement this unique concept for consumer engagement.

This new feature showcases ‘quests’ at a nearby merchant location, where treasures (like flying beer, a gold chest, dancing burger, etc.) are hidden in the augmented reality space. On finding the treasure, users can instantly redeem it for a real-world reward at the store counter. MagicPin has also become a part of the second batch of Indian start-ups that joined Google’s Launchpad Accelerator program at Silicon Valley, California.

Magicpin - ESOPs

Magicpin had initially announced its ESOP scheme in 2015, when the startup had around 1,76,520 ESOP options. This was expanded to 3,89,580 ESOP options on January 28, 2022, which was a 2.2X increase.

Magicpin - Future Plans

As the venture moves forward, instead of expanding to more cities, Magicpin will focus on going deeper into the existing markets. With existing operations in Delhi, Mumbai and Bengaluru, Magicpin has expanded to Hyderabad, Pune, Chennai, Jaipur, and Chandigarh.

Magicpin - FAQs

What is Magicpin?

It is an online location intelligence platform that allows the users to discover restaurants, fashion stores, spa, and fitness centers in the nearby areas.

How does Magicpin make money/Magicpin Business Model?

Magicpin's business model is mainly funded by merchants and brands. They use the platform to provide personalised offers to their customers. They pay a recurring platform fees and a per transaction charge for the business that Magicpin drives to them.

Who are Magicpin's Competitors?

Nearbuy, Bluebook, Little are the top competitors of Magicpin.

What is the use of Magicpin?

It is a free Android app for discovering and earning great cashback and free recharge on shopping bills at restaurants, beauty salons, spas and fashion outlets.

Who is the owner of Magicpin?

Magicpin was co-founded by Anshoo Sharma and Brij Bhushan in 2015.

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