Tractor Junction Secures INR 200 Cr in Series A Funding to Scale Rural Auto-Fintech Ecosystem

New Delhi | 19 November 2025 — Tractor Junction, India’s largest Rural Auto-Fintech platform, has raised INR 200 crore (USD 22.6 million) in its Series A round, marking an important moment for India’s rural mobility and financial inclusion journey. The round brings fresh support to the company’s plan to build a stronger rural vehicle and finance ecosystem.

The round is led by Astanor, a Europe-based global impact fund known for backing innovative agriculture and food system companies. This investment also marks Astanor’s first step into India, which highlights its strong belief in Tractor Junction’s vision. In addition, existing investors Info Edge and Omnivore also took part in the round.

The fundraise includes USD 17 million in equity and USD 5.6 million in debt, which gives Tractor Junction more strength to grow faster, expand digital tools, and build a stronger presence on the ground. In addition, the company plans to scale its used tractors and fintech vertical FinJ to reach more farmers across India.

From a 200 sq. ft Office to India’s Leading Rural Auto-Fintech Platform

Tractor Junction began its journey in 2018 when Rajat Gupta, Shivani Gupta, and Animesh Agarwal started the company with a small 200 sq. ft office. Over the years, they combined technology, physical retail, and financial products to build a full-stack rural vehicle ecosystem.

Perhaps the most impressive part of the journey is the company’s 13x revenue growth in the last three years, which shows strong acceptance from rural customers. Today, the company has scaled into India’s largest digital platform for rural mobility, offering access to a wide range of vehicles, finance products, and services.

The platform now records:

• 6 crore yearly visitors
• 50+ OEM partnerships across tractors, commercial vehicles, three-wheelers, and two-wheelers
• A fast-growing on-ground network with COCO stores in 75 cities across 6 states

These stores offer farmers a trusted experience to buy, sell, finance, and insure used tractors and commercial vehicles with complete clarity. In addition, the model supports small and marginal farmers who cannot afford new vehicles but still need reliable machines for their livelihood.

Building a Strong Used Vehicle and Finance Ecosystem

A major part of the company’s growth comes from its focus on quality-assured used vehicles. As new vehicles often remain out of reach for many rural families, the company offers a dependable alternative through verified used tractors and commercial vehicles. In addition, its platform connects farmers to institutional lenders, which reduces their dependence on informal credit sources.

FINJ: The Fintech Engine Behind the Growth

In January 2024, Tractor Junction launched FINJ, its fintech vertical. Since then, FINJ has disbursed over INR 1,500 crore in loans through partnerships with 25 lending institutions. The platform uses data-backed underwriting to offer loans at interest rates up to 30% lower than unorganised lenders, which gives farmers more financial freedom and stability.

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.”

What the Investors Are Saying

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.”

About Tractor Junction

Founded in 2018 by Rajat Gupta, Shivani Gupta, and Animesh Agarwal, Tractor Junction has built a full-stack solution for India’s rural vehicle ecosystem: integrating technology, physical infrastructure, and financial innovation to make farm mechanisation more accessible and affordable. Tractor Junction is also backed by early investors such as Rockstart, AgFunder, and Indigram Labs.

About Astanor

Astanor is a global impact investment firm focused on seed through growth stage businesses across the entire agriculture and food value chain. Founded in 2017, Astanor counts circa 50 investments to date in Europe, North America and beyond. Astanor’s mission is to invest in and support visionary entrepreneurs and management teams building scalable solutions for the transition to regenerative agriculture, sustainable food production, and resilient supply chains. More information is available at Astanor.

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