Magicpin - The Success Story of the Online Business Discovery and Rewards Platform

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Exactly when the smartphones became the devices that could do everything, the users started feeling the need to be excited and well-informed about the entertainment activities happening in their locality. Besides, with the world summed up on their mobile devices, they also began to search and explore what they could do and where they could go nearby. Furthermore, they also started to filter the results on the basis of the cost. All these searches have just multiplied over time and with not many apps that are equally smart and convenient for the users, Magicpin was started by two brilliant minds.

Magicpin was co-founded by Anshoo Sharma and Brij Bhushan in 2015. Both these co-founders were at Lightspeed India and Nexus Venture Partners, respectively, before they started Magicpin. This company drives discovery to local retailers across various industries such as fashion, food & beverages, and grocery establishments. Magicpin also has Zomato co-founder Deepinder Goyal as an independent director of the company, who joined it last July.

Magicpin - Company Highlights

  • Startup Name-Magicpin
  • Headquarter-Gurugram, India
  • Sector-E-commerce
  • Founders-Anshoo Sharma, Brij Bhushan
  • Founded-2015
  • Total Funding-$104.8 Million (January 2022)
  • Valuation-$312 million (November 2021)
  • Revenue-$28.11 mn (Rs 211 crore in FY21)
  • GMV (Gross Merchandise Value) ~ $1 Billion (2020)
  • Competitors-Nearbuy, BlueBook, Little
  • Legal Name-Samast Technologies

Magicpin - About & How does Magicpin work?

To put it simply, Magicpin is an online location intelligence platform that allows the users to discover restaurants, fashion stores, spa, and fitness centers in the nearby areas. Headquartered in Gurgaon, Haryana, Magicpin is a platform for merchants and brands to engage and provide personalized offers to their customers.

Recognition: Magicpin as a platform also enables the users to get followers, likes, and comments for their taste and interests in local activities.

Referral Chain: Brings out the uniqueness by getting the merchant’s customers to spread the word in the locality and amongst their social circles.

Discovery: Magicpin enables discovering of trending events, interesting people, and relevant activities around `A1Q the users' locality that makes it all the more interesting for users.

Potential customer acquisition: Caters to both new and established merchants to acquire potential consumers in the course of the business.

Increase in utilization: Build transactions in off-peak hours and liquidate excess inventory.

Savings: Through merchants, rewards programs specially designed for Magicpin users.

Enhancing customer engagement: MagicPin comes up with strategies and offers that existing customers can come back more often.

Magicpin - Founders and Team

Magicpin is co-founded by Anshoo Sharma and Brij Bhushan.

Anshoo Sharma and Brij Bhushan

Founders of MagicPin, Anshoo Sharma and Brij Bhushan (From left to right)

Anshoo Sharma

Magicpin CEO & Co-Founder Anshoo Sharma had more than 15 years of professional experience in investing, consulting, and tech roles across India and the USA when he founded Magicpin. He was the second person on Lightspeed's India team where he spent close to 6 years and led or was actively involved with nine investments.

Anshoo was at Bain & Co for four years before Lightspeed. He joined Bain in Boston and was a part of Bain's early team in India where he was an advisor consultant. Anshoo has graduated from IIM-Ahmedabad and before that he was working at Motorola and Hughes Software (Aricent) in product and technology roles for 3 years. Outside of work he enjoys spending time with family, driving, music, and movies.

Brij Bhusan

Brij Bhusan, COO & Co-Founder of Magicpin, had spent a large part of his professional life where he was closely involved in the start-up ecosystem with Nexus as an investor and leadership role at an early stage start-up before that. Even he spent 4 years at Bain & Co's India and USA office after graduating from IIM Bangalore and had been in technology-related roles before that.

Brij is quite passionate about problem-solving and building things from scratch. Outside of living his dream of building Magicpin, he likes to spend time with his family followed by traveling and reading.

Abhishek Awasthi is a founding member of Magicpin, who was closely aligned with the team soon after the company was founded. Awasthi is currently serving as the Senior Vice-President of the company. The magic pin company is currently 500+ members strong.  

Magicpin - Name, Tagline and Logo

"No exaggerations. We are on a mission to make hyperlocal magical," goes the tagline of magicpin.

Magicpin - Mission and Vision

Magicpin is on a mission and vision is to make hyperlocal magical and to emerge as the go-to platform for the users who search for companies and services online and earn rewards.

Magicpin - Business Model & Revenue Model

“Our business model is funded primarily by merchant and the brands”, says Anshoo.

Anshoo adds about the Business Model of Magicpin, that merchants and brands use the platform to engage or provide personalized offers to their customers. They pay a recurring platform fee and a per-transaction charge for the business that Magicpin drives to them.

“We are primarily a data and technology company, resulting in a very capital-efficient cost structure that allows us to scale to a large customer and merchant base without significantly increasing our costs”, says Anshoo Sharma, CEO and co-founder of Magicpin.

Magicpin operates via a back-end platform that reads bill invoices that are uploaded by the customer. It logs the amount spent and the items consumed which help the system track the shopping pattern of the user. The bills work as validation for the user who can post content across categories such as food & beverages, fashion, grocery, etc.

The customers share their local experiences through picture stories and the users get rewarded with ‘Magicpin points’. These points can then be used to buy many more services and experiences at Magicpin partnered merchants. The user experiences are diversified across varied interesting categories like restaurants, nightlife, beauty, and fashion through pictures.

For revenue generation, Magicpin charges a commission from the merchant for each transaction. Sharma pegged the rate of commission between 10-12%. Advertising and marketing is another source of revenue as the company can leverage its consumer data and provide advertising and promotion to merchants that help the latter reach out to customers better.

Magicpin - Funding & Investors

Magicpin has raised a total of $104.8M in funding over 9 rounds. The company raised $60 million from Zomato on November 10, 2021, which was the last funding round that the company has seen. It previously raised $3 million in a Venture round led by Oyo’s founder Ritesh Agarwal through his personal special purpose vehicle (SPV) RA Holdings at a post-money valuation of $165 million.

Magicpin - Growth

According to the official website, at present, Magicpin has over 6 Million users and is operational in 12+ cities including Delhi, Gurugram, Noida, Bengaluru, Mumbai, Pune, Hyderabad, Chandigarh, Jaipur, Goa, Chennai, and Ahmedabad.

The company has grown 7x over the last year and generates an average of $3 million in revenue. Over 1 million users have shared 5 million+ experiences and are active on the app. Magicpin’s active users spend up to 70 minutes on the app every day. The startup has provides savings on its wide network containg more than 170K merchants across the Delhi NCR region, Bengaluru, and Jaipur.

The company works with larger retailers such as McDonald's, Hard Rock Cafe, KFC, Beer Cafe, Keventers, and Subway contributing 25% of the total business while remaining 75% comes from the long-tail of smaller merchants. F&B garners the largest share of business for the company at 60%, followed by fashion and beauty.

During the pandemic, Magicpin announced essentials delivery by leveraging its partnerships with local retailers and has tied up with last-mile delivery logistics firms to deliver orders for essential products such as groceries, packaged food, and hygiene products.

Magicpin - Competitors

Some of the top Competitors of Magicpin are:

  • Nearbuy is seen as one of Magicpin's top competitors. Nearbuy was founded in 2010 and is headquartered in Gurgaon, Delhi. Nearbuy generates 175% of Magicpin's revenue and competes in the Systems Software industry.
  • The BlueBook is one of Magicpin's top rivals. The BlueBook was founded in 2012, and its headquarters is in Bangalore, Karnataka. Like Magicpin, The BlueBook also works within the Application Software industry. BlueBook has 56 more employees than the company.
  • Little is a Private company that was founded in 2015 in Bangalore, Karnataka. Little also works within the Application Software field, just like Magicpin. Little has 279 employees more as compared to Magicpin.

Magicpin - Partnerships & Tie-ups

Magicpin, the local discovery, and commerce platform has tied up with McDonald’s, The Beer CafĂ©, Decathlon, Chaayos, Smaaash, and thousands of local merchants to launch augmented reality on its app, thus becoming the first Indian company to implement this unique concept for consumer engagement.

This new feature showcases ‘quests’ at a nearby merchant location, where treasures (like flying beer, a gold chest, dancing burger, etc.) are hidden in the augmented reality space. On finding the treasure, users can instantly redeem it for a real-world reward at the store counter. MagicPin has also become a part of the second batch of Indian start-ups that joined Google’s Launchpad Accelerator program at Silicon Valley, California.

Magicpin - ESOPs

Magicpin had initially announced its ESOP scheme in 2015, when the startup had around 1,76,520 ESOP options. This was expanded to 3,89,580 ESOP options on January 28, 2022, which was a 2.2X increase.

Magicpin - Future Plans

As the venture moves forward, instead of expanding to more cities, Magicpin will focus on going deeper into the existing markets. With existing operations in Delhi, Mumbai and Bengaluru, Magicpin recently expanded to Hyderabad, Pune, Chennai, Jaipur, and Chandigarh.

Magicpin - FAQs

What is Magicpin?

It is an online location intelligence platform that allows the users to discover restaurants, fashion stores, spa, and fitness centers in the nearby areas.

How does Magicpin make money/Magicpin Business Model?

Magicpin's business model is mainly funded by merchants and brands. They use the platform to provide personalised offers to their customers. They pay a recurring platform fees and a per transaction charge for the business that Magicpin drives to them.

Who are Magicpin's Competitors?

Nearbuy, Bluebook, Little are the top competitors of Magicpin.

What is the use of Magicpin?

It is a free Android app for discovering and earning great cashback and free recharge on shopping bills at restaurants, beauty salons, spas and fashion outlets.

Who is the owner of Magicpin?

Magicpin was co-founded by Anshoo Sharma and Brij Bhushan in 2015.

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