The quick delivery service MagicNOW, a new 15-minute meal delivery service being tested throughout major Indian cities and metropolises, has been announced by the offline discovery and rewards platform Magicpin.

The company claims that MagicNOW will start in Bengaluru, Hyderabad, Mumbai, Chennai, Delhi-NCR, and Pune and offer fast food delivery within a 1.5 to 2 km radius.

MagicNOW claims to have completed 75,000 deliveries from a network of over 2,000 food brands, including Taco Bell, Wendy's, Burger King, McDonald's, Chaayos, and over 1,000 local restaurants, during the pilot phase, which ran from November 14 to December 15.

According to the company, the service is made to meet the growing need for incredibly quick delivery of well-liked, easily prepared dishes without sacrificing freshness or quality. MagicNOW will not use any dark stores to operate; it will only deliver food made by its partner restaurants.

Velocity by Magicpin, an aggregator of third-party logistics (3PL) providers, will power MagicNOW's delivery. Magicpin streamlines supply chain operations for brands and sellers by combining 3PL services from partners like Shadowfax, Dunzo, Rapido, Porter, OLA, and Zypp under Velocity. Currently, the business led by Anshoo Sharma provides Velocity to a number of brands, such as KFC, Burger King, and IGP Gifting.

With over 150,000 food and logistics orders processed every day, Magicpin asserted in October that it had become the biggest food delivery seller on the Open Network for Digital Commerce (ONDC).

With well-established quick commerce players like Zepto, Swiggy, and Blinkit dominating the market and up-and-coming players like Swish and Zing gaining ground, the market for instant food delivery is heating up.