Tractor Junction

What Tractor Junction does

Tractor Junction (legal entity Farmjunction Marketing Private Limited) is an Indian digital marketplace for new and used tractors, farm implements, combine harvesters, and tractor tyres, founded in 2019 and headquartered in Noida. The platform lists over 25 tractor brands (Mahindra, Swaraj, John Deere, Massey Ferguson, Eicher, Sonalika, New Holland, etc.) and combines an online catalog with a network of physical showrooms concentrated in Rajasthan, Madhya Pradesh, Maharashtra, Gujarat, Telangana, and Chhattisgarh. Supporting modules include a tractor valuation tool, EMI calculator, comparison engine, certified used-tractor program with RC transfer assistance, dealer/service-center locators, and a mobile app on Google Play. Content is delivered in English, Hindi, Telugu, Tamil, and Marathi across a blog, YouTube channel (730K subscribers), and social media properties exceeding 1.4 million combined followers.

The business operates two distinct revenue streams. The core marketplace generates transaction-based commissions on new and used tractor/implement sales. The wholly-owned fintech subsidiary FINJ, launched January 2024, intermediates tractor loans and insurance through 35+ lender partners across 17 Indian states, reaching an annual disbursal run rate of approximately ₹3,333 crore and contributing revenue via processing fees, commissions, and interest spreads. Adjacent vehicle verticals are pursued through sub-brands Truck Junction and Car Junction.

In FY26 the company reported revenue of ₹198.4 crore (62% year-over-year growth) with 6+ crore platform visitors and 30,000 farmers financed in two years, and has set a ₹400 crore revenue target for FY27. The company is venture-backed (Info Edge Ventures, Omnivore, Astanor Ventures) with a $22.6 million Series A closed in November 2025 and a headcount of 251-500 employees.

Name

Tractor Junction

Legal name

Farmjunction Marketing Private Limited

Website

https://tractorjunction.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

251–500 employees

Ownership category

akta.pro rank

Product category

Agricultural Equipment Marketplace

NAICS

Farm and Garden Machinery and Equipment Merchant Wholesalers (42382)

SIC

Farm Machinery & Equipment (3523)

akta.pro primary industry

Farm Machinery Parts, Service & Maintenance Equipment (Spare Parts, Diagnostics, Workshop Tools) (AFAAAAAH)

akta.pro secondary industry

Farm Finance, Input Procurement & Risk Tools (Budgeting, Inventory, Insurance Links) (AFAAAFAO)

Keywords

• Tractor marketplace
• Farm equipment sales
• Used tractor trading
• Agricultural machinery
• Rural vehicle fintech

Headquarters

HQ city

Alwar

HQ country

India

HQ region

Asia

Offices4 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure, Supply Chain

Revenue model

1. Marketplace Commission: Platform fee from facilitating buying and selling of new and used tractors and farm equipment
2. FINJ Financial Services: Fintech arm providing tractor loans and insurance, generating revenue from interest spread and insurance premiums. Annual disbursal run rate of ₹3,333 crore with 35+ lender partners
3. Financing Intermediation: Loan facilitation services connecting farmers with lenders, earning processing fees and commission from partner financial institutions

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Tractor Junction operates an online marketplace where farmers and rural buyers can discover, compare, and purchase new and used tractors, tractor implements, combine harvesters, and tractor tyres from 25+ brands. The platform also enables sellers to list used tractors with valuation tools and certified inspection. Through its fintech arm FINJ, the company facilitates tractor loans and insurance products by intermediating between farmers and 35+ lender partners across 17 Indian states.

Product overview

Tractor Junction operates as a digital marketplace platform for rural vehicles and farm equipment in India. The platform consists of a core product portfolio including new tractor sales, used tractor marketplace (both certified and non-certified), tractor implements, combine harvesters, and tractor tyres. Supporting modules include an EMI calculator, tractor comparison tool, tractor valuation service, and a fintech arm called FINJ providing credit and insurance products. The platform also extends to related vehicle verticals through sub-brands Truck Junction and Car Junction. The ecosystem connects farmers with over 25 tractor brands, 35+ lender partners across 17 states, and offers physical presence through certified used tractor centers in Rajasthan, Madhya Pradesh, and Maharashtra.

Differentiator

Problem solved

Functional benefit

Products and services

• New Tractors Marketplace Online marketplace listing new tractors from 25+ manufacturers with HP filtering, brand selection, price information, and integrated EMI calculator; targeted at farmers and rural buyers acquiring new farm equipment.
• Used Tractors Marketplace Marketplace for buying and selling pre-owned tractors with tractor valuation tools, verified seller listings, certified used-tractor centers in Rajasthan, Madhya Pradesh, and Maharashtra, and RC transfer assistance.
• Tractor Implements Marketplace Marketplace for agricultural equipment including rotavators, cultivators, ploughs, harrows, trailers, and tractor-mounted sprayers from various manufacturers, covering both new and used implements.
• Combine Harvesters Marketplace Marketplace offering standard, mini, and track combine harvesters for grain harvesting operations with complete specifications and pricing.
• Tractor Tyres Marketplace Dedicated marketplace segment for tractor tyres from brands including MRF, Apollo, BKT, Good Year, CEAT, Birla Tyres, and JK Tyres with complete product information.
• FINJ Fintech Platform Rural auto-fintech platform providing tractor loans and insurance by intermediating between farmers and 35+ lender partners across 17 Indian states; operates with an annual disbursal run rate of nearly ₹3,333 crore.
• Truck Junction Related vertical marketplace for commercial trucks operated as a sub-brand under the Tractor Junction vehicle marketplace ecosystem.
• Car Junction Related vertical marketplace for passenger cars operated as a sub-brand under the Tractor Junction vehicle marketplace ecosystem.

Quantifiable outcome

• 62% revenue growth in FY26 to ₹198.4 crore
• +3 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• FINJ Lender PartnerscoreStrategic or Co-development Partner35+ financial institution partners providing loan and insurance products through the FINJ fintech platform. Partners operate across 17 states in India, enabling rural farmers to access affordable credit for tractor purchases.

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• CarDekho: India's largest new and used car digital marketplace with omnichannel presence and embedded financing. Closely comparable in playbook: vertical vehicle marketplace combining listings, valuation tools, dealer network, and fintech partnerships for credit and insurance.
• KhetiGaadi: Direct competitor in the Indian tractor and farm equipment marketplace space, offering new/used tractor listings, implements, harvesters, and EMI tools. Most head-to-head comparable on product, geography, and target customer.
• TractorGuru: Tractor comparison and marketplace platform serving Indian farmers with new/used listings, specifications, and price information. Direct competitor on the digital marketplace dimension with overlapping brand coverage.
• Cars24: Used vehicle marketplace with strong fintech integration and physical inspection centers. Comparable on the certified used asset model, embedded credit offering, and omnichannel trust-building through physical touchpoints.
• Spinny: Used car marketplace with fixed-price transactions, financing partnerships, and quality certification. Comparable on certified-pre-owned positioning and embedded loan origination for vehicle purchases.

Broad incumbents

• OLX India: Horizontal classifieds marketplace in India covering vehicles, equipment, and other categories. Competes for used tractor and farm equipment listings from individual sellers, though lacks vertical specialization and fintech integration.
• Mahindra & Mahindra (Farm Equipment): India's largest tractor OEM by volume with growing direct digital channels. Comparable as a tractor ecosystem participant; represents both a key inventory source and potential disintermediation threat for Tractor Junction.

Others

• Cholamandalam Investment and Finance: Large Indian NBFC with deep rural and vehicle financing footprint. Comparable as one of the 35+ lender counterparties in the FINJ network; understanding their credit standards helps frame Tractor Junction's addressable fintech economics.
• Shriram Finance: Major Indian NBLC with large used vehicle and tractor loan book. Comparable as a FINJ partner and benchmark for rural secured credit economics that determine Tractor Junction's take-rate opportunity.

Emerging players

• Tractor Junction's sub-brand Truck Junction: Tractor Junction's own commercial vehicle marketplace vertical. Included to highlight the parent company's adjacency play and as a benchmark for emerging Indian truck marketplace economics (e.g., TruckGuru, CommercialVehicle).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/tractorjunction
• YouTubeyoutube.com/c/TractorJunction
• Facebookfacebook.com/tractorjunction
• LinkedInlinkedin.com/company/tractorjunction/?originalSubdomain=in
• Instagraminstagram.com/tractorjunctionofficial

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds5 records

Investors7 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tractor Junction