On a Trial Basis, Magicpin Offers 15 Minute magicNOW Meal Delivery

Nitin Konde, Varun Bhardwaj

Dec 18, 2024 — 3 min read

Magicpin Trials 15-Minute Meal Delivery with magicNOW

MagicNOW, a new 15-minute meal delivery service that is being piloted in major Indian cities and metros, was unveiled by magicpin, the country's third-largest food delivery app. In order to preserve freshness and culinary integrity, magicNOW strives to deliver fast meals within a 1.5–2 km radius. Bengaluru, Hyderabad, Mumbai, Chennai, Delhi-NCR, and Pune would be the first cities to host it. Between November 14 and December 15, magicNOW successfully performed 75,000 deliveries from more than 1,000 local restaurants and a network of more than 2,000 food brands, such as Wendy's, Chaayos, and Faasos.

Catering Demand for Ultra-Fast Delivery

The magicNOW service was created to meet the need for popular, easy-to-prepare meals to be delivered incredibly quickly without sacrificing freshness or quality. MagicNOW will not use any dark storage and will only bring freshly made meals from the eateries. The company's goal with magicNOW is to distribute only freshly prepared food from restaurants; it will not use any dark storage.

According to Anshoo Sharma, co-founder and CEO of Magicpin, the service is solely focused on food delivery and will only operate within a 1.5–2 km radius of the customer for a speedy delivery of 15 minutes in order to preserve freshness and culinary integrity. According to him, magicNOW successfully performed 75,000 deliveries during the test period from a network of more than 2,000 food brands and 1,000 local, unbranded eateries.

According to Sharma, the service has accomplished the set goal by collaborating closely with food brands and restaurant partners and utilising its logistics capabilities to provide an unparalleled delivery experience.

Specialised Restaurants Selected for Partnership

The success of the pilot program has been largely attributed to Magicpin's collaboration with eateries that specialise in fast turnaround times and dishes that require little preparation time. In order to preserve a fair and stress-free approach, delivery partners are also not given any distinction between magicNOW and standard deliveries.

Velocity by magicpin, an aggregator of third-party logistics (3PL) providers, will enable delivery on magicNOW, guaranteeing dependable, fast service that benefits both local businesses and consumers. For the supply side, Magicpin serves as an aggregator of its 3PL partners, including Shadowfax, Dunzo, Rapido, Porter, Ola, Zypp, and others, bringing all 3PL services together under a single roof for sellers and brands. Currently, Magicpin provides Velocity to a number of brands. On the magicpin app's food page, the "magicNOW" tile will be prominently displayed.

Quick Commerce Expansion in India

Swiggy, a food and grocery delivery company, has announced that it has expanded its 10-minute meal delivery service, Bolt, to more than 400 cities and towns nationwide. According to a survey by financial services company Chryseum, revenues of India's rapid commerce sector have increased by more than 280% in the last two years, indicating the industry's impressive expansion.

India's rapid commerce business is expected to develop at a compound annual growth rate (CAGR) of more than 4.5% from 2024 to 2029, from its current valuation of $3.34 billion in 2024 to $9.95 billion by 2029.