New Delhi, India 19 Nov: Tractor Junction, India’s largest Rural Auto-Fintech platform, has raised a Series A round of USD 22.6 million (INR 200 crore). The round includes USD 17 million in equity, led by Astanor, a Europe-based impact fund making its first investment in India. Astanor’s investment reflects its conviction in the scalability of Tractor Junction’s full-stack rural solution and its potential to materially improve the livelihood of farmers while enhancing the resilience of food systems. Existing investors Info Edge and Omnivore also participated. The round also includes USD 5.6 million in debt.
The newly raised capital will be used to enhance Tractor Junction’s digital capabilities, deepen on-ground presence, and further strengthen its fintech capabilities. This will enable the company to empower millions of underserved farmers with access to reliable vehicles and affordable credit, and advancing rural prosperity through sustainable mechanisation.
Founded in 2018 by Rajat Gupta, Shivani Gupta, and Animesh Agarwal, Tractor Junction has built a full-stack ecosystem for India’s rural mobility sector, combining technology, physical infrastructure, and financial innovation to make farm mechanisation more accessible and affordable.
Over the last three years, the company has achieved 13x revenue growth. Tractor Junction is the largest digital platform in the rural vehicle ecosystem with over 6 crore yearly visitors and 50+ OEM partnerships across tractors, commercial vehicles, three-wheelers, and two-wheelers.
Today, Tractor Junction operates COCO stores across 75 cities in 6 states, empowering farmers to buy, sell, finance, and insure used tractors and commercial vehicles with trust and transparency. Recognising that a large segment of small and marginal farmers cannot afford new vehicles, Tractor Junction has created an affordable entry point through quality-assured used vehicles and access to institutional finance.
FINJ is the company’s fintech vertical which was launched in January 2024, and has already disbursed over INR 1,500 crore in loans in partnership with 25 lending institutions. By leveraging technology and data-led underwriting, FINJ enables farmers to access credit at up to 30% lower interest rates than the unorganised sector. This reduces dependency on informal lenders, thereby unlocking real economic empowerment.
Rajat Gupta, CEO & Founder of Tractor Junction, said: “For far too long, farmers have been locked out of formal finance and quality vehicle ownership. Through Tractor Junction and FINJ, we’re changing that narrative by combining data, technology, and on-ground presence. This has allowed us to bring more than 30,000 farmers into the foray of mechanization over the last 2 years. The latest investment allows us to accelerate financial inclusion and bring down the true cost of rural credit. Also, it is a huge responsibility as Astanor has chosen us to mark their entry into India and we are humbled by the trust that they have shown in us and at the same time, continued support of our existing investors means a lot to us.”
Hendrik van Asbroeck, Partner at Astanor commented: “India’s rural economy is central to the future of sustainable food systems. Tractor Junction has built a trusted and affordable platform for rural mechanisation by combining technology, on-the-ground reach, and fintech innovation. We’re excited to support these mission-driven founders to scale impact in rural communities.”
Kitty Agarwal, Partner at Info Edge Ventures, added: “Rajat, Animesh and Shivani are very purpose-driven, customer-centric founders who have built a solid business with strong fundamentals. This is especially important when you are serving the rural consumer with commerce and financial products that enable their livelihood. We’ve been fortunate to be partners in a business that drives profit with impact.”
Abhilash Sethi, Investment Director at Omnivore, an early backer of the company, shared: “We have seen Tractor Junction evolve from a tractor discovery platform into a comprehensive rural automotive platform. The founders’ exceptional vision and execution have delivered real value and impact to farmers and rural entrepreneurs. We are delighted to welcome Astanor and their global perspective as Tractor Junction enters its next chapter of growth.”