Launched in September 2024, MagicNow currently accounts for 13% of Magicpin’s food delivery volumes and is experiencing strong month-on-month growth. “With MagicNow—our 15-minute quick delivery vertical—already contributing 13% of total food delivery orders, we’re well on track to scale this to 20% by the end of the financial year,” Sharma said.

The service has rapidly expanded to 20 high-density urban zones across six major metropolitan cities. Sharma noted that MagicNow is witnessing stronger customer engagement, with monthly user retention rates 10% higher than the platform’s average.

Since its launch, MagicNow has significantly scaled its network of merchant and restaurant partners, increasing from 3,000 to over 21,000. The partner list includes global and national chains such as McDonald’s, Taco Bell, Wendy’s, Burger King, Faasos, and Chaayos, alongside a wide array of local eateries.

Magicpin currently offers access to over 275,000 retailers and nearly 3,000 brands across categories including fashion, food, electronics, grocery, nightlife, and entertainment.

MagicNow’s growth aligns with the broader boom in India’s quick commerce sector, where competition is heating up as platforms race to offer deliveries within 10 to 15 minutes.

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MagicNOW has been rolled out in Bengaluru, Hyderabad, Mumbai, Chennai, Delhi-NCR, and Pune. During its pilot phase, conducted between November 14 and December 15, the service successfully completed 75,000 deliveries. The platform collaborates with over 2,000 food brands, including Chaayos, Faasos, Wendy’s, Burger King, McDonald’s, and Taco Bell, along with more than 1,000 local restaurants, offering a wide selection of quick-to-prepare dishes.

Unlike competitors, MagicNOW operates exclusively with partner restaurants, avoiding the use of dark stores to maintain quality and freshness. With a delivery radius of 1.5–2 km, the service emphasizes speed and reliability.

The ultra-fast delivery market is fiercely competitive, with major players like Blinkit, Swiggy, and Zepto already offering instant food delivery options. Blinkit’s Bistro, Swiggy’s Bolt, and the upcoming Zepto Cafe are key examples of innovations in this segment.

By focusing on speed, reliability, and quality, MagicNOW seeks to establish itself as a significant player in the fast-growing ultra-fast delivery landscape.

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