Magicpin spices up food delivery with local focus

Hyperlocal e-commerce platform Magicpin is aiming to carve a niche in the online food delivery market, dominated by Swiggy and Zomato, by focusing on small merchants and mom-and-pop food outlets rather than large fast-food chains.

“It’s hard for a single platform to do justice to all the segments of merchants,” said Anshoo Sharma, co-founder and CEO of Magicpin, in an interaction with FE. “On popular food delivery apps, you’re more likely to see slightly more up-end of the market. But if you think of a small local merchant, they don’t get discovered there at all,” he added.