Rural auto-fintech platform Tractor Junction has secured $22.6 million (₹200 crore) in a Series A funding round led by the Europe-based impact investor Astanor, marking the fund’s inaugural investment in India. This round consists of $17 million in equity, with contributions from existing investors Info Edge Ventures and Omnivore, alongside an additional $5.6 million in debt.
The company intends to leverage the new capital to enhance its digital capabilities, expand its physical presence, and fortify its fintech infrastructure. According to the founders, the objective is to broaden access to reliable agricultural vehicles and affordable credit for underserved rural consumers, thereby fostering rural prosperity through sustainable mechanization.
Founded in 2018 by Rajat Gupta, Shivani Gupta, and Animesh Agarwal, Tractor Junction has developed a comprehensive ecosystem catering to the rural mobility and agri-finance markets. The platform integrates technology tools, physical vehicle retail through company-owned stores, and fintech products designed for smallholder farmers. Over the past three years, Tractor Junction has achieved 13 times revenue growth, establishing itself as the leading digital player in the rural vehicle sector with 60 million annual visitors and over 50 OEM partnerships spanning tractors, commercial vehicles, three-wheelers, and two-wheelers.
Currently, Tractor Junction operates company-owned and company-operated (COCO) stores in 75 cities across six states, allowing farmers to buy, sell, finance, and insure used tractors and commercial vehicles. Acknowledging that many small and marginal farmers cannot afford new vehicles, the company has concentrated on building trust within the used-vehicle market through rigorous quality checks and comprehensive services.
Its fintech division, FINJ, which launched in January 2024, has reportedly facilitated ₹1,500 crore in loans in collaboration with 25 lenders. FINJ claims to provide credit at interest rates up to 30% lower than those offered by informal lenders, utilizing data-driven underwriting and technology.
“For far too long, farmers have been locked out of formal finance and quality vehicle ownership,” stated CEO and founder Rajat Gupta. “The latest investment enables us to accelerate financial inclusion and reduce the true cost of rural credit.”
Astanor partner Hendrik van Asbroeck highlighted that the investment demonstrates confidence in the platform’s ability to enhance rural livelihoods. Kitty Agarwal from Info Edge and Abhilash Sethi from Omnivore noted that Tractor Junction’s commitment to sound fundamentals and significant growth has positioned it as a key player in the rural mobility sector.
The article was published on November 19, 2025.
