Magic Sewa is not unlike Ola or Uber in its model, but comes to the table having skirted around many of the problems that plague the bigger taxi hailing aggregators. Interestingly, the service was first thought of in 2008. “We had everything except the mobile app,” says Rakesh Agarwal, CEO and Founder of Magic Sewa. “We were planning to use GPS and speech recognition a lot. But because I was deeply involved in working with an NGO, it didn’t really take off.” Work on Magic Sewa began in earnest one and a half years ago. Magic Sewa was initially conceived around providing auto rickshaw services with drivers who would not try to charge anything over the meter.
It’s All LegitUnlike Ola and Uber who constantly find themselves at loggerheads with the authorities, Magic Sewa has the necessary permits from the Delhi government for the Delhi-NCR region. The all-Sedan fleet is a 100 per cent CNG so that is another compliance factor the startup doesn’t have to worry about. The cabs can be called using the app, available on Android but a call to the call center can also work. “Our app is not very sophisticated,” admits Agarwal, “And I would say we need to work on the technology involved in many other ways, but it’s a start.
Trained DriversHaving worked with the auto rikshaw community earlier, Magic Sewa staff are familiar with the driver community and are able to recruit and train them intensively. “While our laser sharp focus is on quality for the passenger, we also have a responsibility for the development of the driver community with which we are deeply engaged," says Rakesh Agarwal. Magic Sewa has facilitated the drivers’ purchase and bank financing of the sedans, making it an entirely new fleet. The company is starting out with 100 cars and all subsequent ones must match the standards laid down. After the initial period, Agarwal expects to add approximately 15 new vehicles each day, expending the total fleet to touch 1,000 cars by February and 4,000 by March. The adequate availability of cars will be a problem initially, but as the
fleet expands, anyone in Delhi should have access. Magic Sewa plans 100 hours of training at first and regular refresher training. The drivers working partnering with Magic Sewa include a group of ex-servicemen, recruited with the help of the Ministry for Defence. The drivers keep 85 per cent of each fare.
Hoot If In TroubleThe Magic Sewa cabs are being equipped with a physical alarm button which a passenger can reach for if there happens to be any kind of panic. The button will set off a loud hooter which will not only attract attention nearby but will only be disabled from the Magic Sewa call center. “We actually have two panic buttons in each cab, one on the dashboard, and one near the back seat,” explains Agarwal, “If you keep it pressed for 3 seconds, a hooter will go off which can only be stopped from the call center.”
Magic Sewa has currently been started with personal funding. Now the company is in talks with potential investors. Pricing structure follow Ola but no peak time charges and can be seen at magicsewa.in. “We don’t think we will impose peak time charges or surge pricing in the foreseeable future – at least not for the first six months,” says Agarwal. Passengers can pay by cash or use MobiQuik which Magic Sewa has tied up with. Rides are free for the first week.
The company is currently comprised of a team of 40 people. Drivers are partners, not employees.
BW Reporters
Mala Bhargava has been writing on technology well before the advent of internet in Indians and before CDs made their way into computers. Mala writes on technology, social media, startups and fitness. A trained psychologist, she claims that her understanding of psychology helps her understand the human side of technology.
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