Magicpin to invest Rs 100 crore in ONDC onboarding drive

Magicpin empowers ONDC: Hyperlocal e-commerce firm Magicpin plans to invest Rs 100 crore over the next three months to onboard over 1 lakh new restaurants and cloud kitchens onto the government-backed e-commerce platform Open Network for Digital Commerce (ONDC). The company announced this on Sunday.

Incentives for new partners

Magicpin will allocate funds to offer onboarding incentives such as zero commission, zero onboarding fees, and free home delivery, amongst others, for customers of newly partnered restaurants.

"Our goal is to provide a risk-free entry to promote the participation of food merchants and restaurants in the digital economy by eliminating entry barriers such as high commissions and onboarding fees. We are committing Rs 100 crore towards this initiative," said Magicpin CXO - Enterprise Brands Naman Mawandia.

Magicpin is one of the seller apps on ONDC, with its food tech vertical competing with food delivery apps like Swiggy and Zomato. "We aim to accelerate the adoption of online food delivery amongst diverse restaurant partners, benefiting the overall ONDC ecosystem, and turning these opportunities into cost benefits for end consumers," Mawandia added.

Quick self-onboarding tool

As part of the initiative, the company claims to have introduced a self-onboarding tool to help restaurants, small, and medium food delivery merchants join ONDC in under five minutes.

"ONDC's mission is to democratise digital commerce. Magicpin's investments in onboarding more local merchants onto ONDC help India become a more inclusive digital economy," said T Koshy, MD and CEO, ONDC.

In November, ONDC reported that its food delivery orders peaked at 50,000 during the India-Australia match during the cricket World Cup.

"Magicpin's initiative with ONDC marks a significant step towards digital transformation for our member restaurants. We encourage all our members to join ONDC via Magicpin to drive visibility, growth, and a great customer experience," said National Restaurant Association of India (NRAI) President Kabir Suri.

(With PTI Inputs)