Hyperlocal e-commerce firm magicpin has announced plans to invest Rs 100 crore over the next three months to onboard over 1 lakh new restaurants and cloud kitchens on the government-backed e-commerce platform ONDC. This initiative aims to significantly expand the digital presence of food merchants across India.

The investment will be directed towards offering various incentives for new partners, including zero commission, zero onboarding fees, and free home delivery for customers. This strategy is designed to eliminate common entry barriers and encourage more food merchants to join the digital economy.

“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,” said Naman Mawandia, magicpin’s CXO for Enterprise Brands. “We are committing Rs 100 crore towards this initiative to ensure a seamless and beneficial onboarding experience.”

Magicpin’s substantial investment underscores its commitment to fostering a more inclusive and competitive market for food delivery services. By reducing the financial burden on new partners, magicpin aims to create a more vibrant and accessible digital marketplace through the ONDC platform.

The initiative is expected to boost the number of food merchants participating in the online ecosystem, providing customers with a broader range of dining options and further enhancing the growth of the digital food delivery industry in India.