3 weeks ago
Ownly, magicpin push for larger India food delivery share
Some companies that deliver food using phone apps want to become more popular in India.
Two of these apps are called Ownly and magicpin.
They say more restaurants and customers are using them.
magicpin says it is now the third-biggest food app in India.
At the same time, many restaurants in a city called Bengaluru were upset with two big food apps, Swiggy and Zomato.
The restaurants said these apps gave discounts without asking them first.
They also said they did not get back all the money they were owed.
The restaurants wanted to stop working with the apps from August 15, but after talks they agreed to wait until August 31.
The big apps have now agreed to ask restaurants before offering discounts.
More food apps joining the market could make things fairer for everyone.
Food delivery platforms Ownly and magicpin are pushing for a bigger share of India's food delivery market, citing growth in restaurant partnerships and daily orders.
magicpin founder and CEO Anshoo Sharma said the platform has become India's third-largest food delivery app, with growth across major cities.
Bengaluru restaurants threatened to disengage from Swiggy and Zomato from August 15; the deadline has been deferred to August 31 following talks.
Swiggy and Zomato agreed to an OTP-based opt-in SMS mechanism requiring restaurants' approval for discounts and promotional offers.
Restaurant bodies, including NRAI Bengaluru's Ananth Narayan, complained of discounts being levied without approval and unissued refunds, saying the industry cannot survive on current terms.
- Who
- Food delivery platforms Ownly and magicpin, restaurant body NRAI Bengaluru (Ananth Narayan), and aggregators Swiggy and Zomato.
- What
- Ownly and magicpin are expanding in India's food delivery market while Bengaluru restaurants negotiate commercial terms with Swiggy and Zomato.
- Where
- India, with negotiations centered in Bengaluru.
- When
- Reported on August 9, 2026; the restaurant boycott deadline was deferred from August 15 to August 31.
- Why
- Restaurants want greater control over discounts, promotions and commercial terms, while new platforms see an under-penetrated market with room for growth.
Restaurants (NRAI Bengaluru)
Aggregators (Swiggy and Zomato)
Control over discounts and promotions
Restaurants (NRAI Bengaluru)
Restaurants say discounts were levied on their offerings without approval and full refunds were not issued; they say the industry cannot survive on these terms and will decide what to do from September 1.
Aggregators (Swiggy and Zomato)
Swiggy and Zomato agreed to an OTP-based opt-in SMS mechanism requiring restaurants' approval for discounts, promotional offers and validity on the platform; no response was obtained to PTI's queries.
Disengagement deadline
Restaurants (NRAI Bengaluru)
A section of Bengaluru restaurants threatened to disengage from Swiggy and Zomato from August 15 over unfavorable terms, later deferring the action to August 31.
Aggregators (Swiggy and Zomato)
Following negotiations with restaurant bodies, the deadline was deferred, and NRAI's Ananth Narayan expressed optimism that meeting minutes would be signed by all parties by Monday or Tuesday.
Key facts
- Expanding platforms
- Ownly (Rapido co-founded) and magicpin
- magicpin claim
- India's third-largest food delivery app (per CEO Anshoo Sharma)
- Boycott deadline
- Deferred from August 15 to August 31
- Key agreement
- OTP-based opt-in SMS mechanism for restaurant approval of discounts and promotions
- Restaurant complaints
- Discounts levied without approval; full refunds not issued
- Market view
- India's food delivery market is "massively under-penetrated" (per Aravind Sanka)
- Reported
- August 9, 2026 via PTI
Quotes
Ananth Narayan
Chapter Head of NRAI Bengaluru
“"Restaurants appreciate the transparency we bring to the table and as a genuine alternative, with operations across top major cities throughout India. It is our restaurant partners and customers who have helped us to become India's third‑largest food delivery app, and we only see a growth trajectory going forward."”
thehindubusinessline.com
“"If restaurants continue to see better economics and customers continue to get transparent pricing, growth will follow. Our focus is on increasing restaurant participation, order density and making Ownly the preferred platform for everyday food ordering."”
thehindubusinessline.com
Sources
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