Karasawa Agricultural Machinery Service

What Karasawa Agricultural Machinery Service does

Karasawa Agricultural Machinery Service, which has operated as Core Innovation Co., Ltd. since a 2024 corporate rename, is a Japanese agricultural machinery services company headquartered in Tōmi City, Nagano Prefecture. Founded in 1992 as a single repair shop, the company has evolved into a multi-channel agricultural solutions provider serving individual farmers, agricultural production corporations, and new farmer entrants primarily in Nagano Prefecture and nationwide via digital channels. Its operations span the full lifecycle of agricultural machinery: purchase and sale of new and used equipment, walk-in and on-site repair, short- and long-term rental, free appraisal and buyout, and an adjacent used-vehicle business for light trucks and minivans. Complementary businesses include the Monja-yaki Chikurin izakaya (acquired September 2023), an online agricultural drone sales consultation service, and a CVC program (Venture Partners) investing up to ¥5 million per venture in agricultural and food-business entrepreneurs.

The company's core technology platform is NOUKINAVI, a nationwide online agricultural machinery marketplace launched in 2016 that connects more than 300 dealers across Japan and has processed cumulative transaction volume exceeding ¥1.8 billion. NOUKINAVI has been extended with a dedicated parts ordering site (parts.noukinavi.com, June 2024), a peace-of-mind guarantee (安心保証) warranty program, and in 2024 a NOUKINAVI+ private brand of essential-function machinery (tiller blades, log splitters, brush cutters, and tillers) co-developed with a Chinese manufacturer to deliver lower-cost alternatives to Japanese OEM products. An online diagnostic consultation service, available domestically and internationally via a partnership with Mitsui O.S.K. Lines, provides remote troubleshooting through phone and video. The company also operates the proprietary agricultural media 'Sodateru' (そだてる。), a multi-channel social presence on Instagram, YouTube, LINE, Facebook, and TikTok, and content marketing through blogs and the NOUKINAVI media site.

The revenue model blends traditional services with marketplace and platform economics. Hardware sales of new and used agricultural machinery, professional repair services performed by nationally award-winning technicians, usage-based rental (e.g., ¥17,600 day-one / ¥15,400 subsequent days for a 22-ton log splitter), and transaction-fee appraisal/buyout services form the core. NOUKINAVI generates marketplace commission income, supplemented by a NOUKINAVI Parts Ordering Service and the Chikurin restaurant's unit-pricing courses (¥1,980-¥2,980 per adult). Pricing for machinery is quote-based and not publicly disclosed. The company raised ¥190 million in February 2021 from Hachijuni Bank, Hachijuni Capital, and Gunma Bank to fund platform expansion. Corporate value has expanded 30x since 1992, and the company is actively diversifying beyond agricultural machinery into vehicles, food service, and venture investment in adjacent sectors.

Name

Karasawa Agricultural Machinery Service

Legal name

コア・イノベーション株式会社

Website

https://karasawanouki.co.jp

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

1–10 employees

Short description

Karasawa Agricultural Machinery Service, operating as Core Innovation Co., Ltd., is a Japanese agricultural machinery company headquartered in Nagano Prefecture. It operates the NOUKINAVI nationwide online marketplace connecting 300+ dealers, alongside physical showroom, repair, rental, appraisal, and parts services for farmers.

Ownership category

akta.pro rank

Product category

Agricultural Machinery Services

NAICS

Farm and Garden Machinery and Equipment Merchant Wholesalers (423820)

SIC

Farm Machinery & Equipment (3523), Agricultural Services (700)

akta.pro primary industry

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

akta.pro secondary industry

Agriculture Inputs & Farm Supply Marketplaces (CRAFAHAL)

Keywords

• Agricultural machinery sales
• Farm equipment repair
• Used machinery marketplace
• Agricultural machinery rental
• Farm equipment ecommerce

Headquarters

HQ city

Tomi

HQ country

Japan

HQ region

Asia

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Agricultural Machinery Sales (New & Used): Sales of new and pre-owned agricultural machinery including tractors, combine harvesters, rice transplanters, grass mowers, and tillers. Operates both through physical showrooms and the NOUKINAVI online marketplace.
2. Repair & Maintenance Services: On-site and workshop repair services for agricultural machinery. Staff have won national #1 ranking in Mitsubishi Agricultural Machinery Service Contest. Offers regular maintenance, emergency repairs, and online diagnostic consultations.
3. Rental Services: Short-term and long-term rental of agricultural machinery and light trucks. Rental terms include per-day and multi-day options with optional delivery and pickup services. Covers东御市 and surrounding areas.
4. Machinery & Vehicle Purchase (Appraisal): Free appraisal and purchase of used agricultural machinery and light vehicles. Offers free on-site inspection, photo-based estimates via LINE/email, and same-day payment.
5. NOUKINAVI Marketplace Commission: Online marketplace connecting agricultural machinery buyers and sellers across Japan; platform facilitates transactions and earns commissions on sales facilitated.
6. Used Vehicle Sales: Sales of used light trucks, minivans, and other light vehicles, primarily serving agricultural customers needing vehicles for farm use. Certified factory enables vehicle inspection and preparation.
7. Food & Restaurant Service (Monja-yaki Chikurin): Restaurant operations at 'Monja-yaki Chikurin' in Komoro City, Nagano Prefecture, including all-you-can-eat courses, catering, and private events.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels10 records

Core offering

Karasawa Agricultural Machinery Service (operated by Core Innovation Co., Ltd.) sells new and used agricultural machinery and parts, provides repair and maintenance services, rents farm equipment and light trucks, and operates the nationwide NOUKINAVI online marketplace connecting over 300 dealers. The company also runs a private brand (NOUKINAVI+), a remote repair diagnosis service, used vehicle sales, a Venture Partners CVC program, and an izakaya restaurant (Monjayaki Chikurin).

Product overview

Karasawa Agricultural Machinery Service (operated by Core Innovation Co., Ltd.) operates a multi-channel agricultural machinery business combining physical retail services with digital platforms. The core offering centers on the NOUKINAVI online marketplace for buying and selling new/used agricultural machinery and parts, supplemented by the physical Agri Shop Karasawa Agricultural Machinery Service for on-site sales, repair, and rental operations. The NOUKINAVI+ private brand provides affordable essential-function farm equipment developed with a Chinese manufacturing partner. Additional services include an online repair diagnosis tool, a CVC Venture Partners investment program, and an izakaya restaurant (Monjayaki Chikurin) under the food service division. The company also operates a used automobile sales business and a full-time/part-time recruitment platform with an entrepreneur development track.

Differentiator

Problem solved

Functional benefit

Products and services

• Agri Shop Karasawa Agricultural Machinery Service (アグリショップ唐沢農機サービス) Physical retail and service operation offering purchase and sale of new and used agricultural machinery, on-site and on-location repair services, equipment rental, and used automobile sales for individual farmers and agricultural corporations.
• Used Agricultural Machinery Purchase/Valuation Service (農機具の買取) Free on-site valuation and purchase service for used agricultural machinery. Offers free site visits, photo-based estimates via LINE or email, and same-day pickup and payment.
• New and Used Agricultural Machinery Sales (中古・新品農機の販売) Sale of new and used agricultural machinery and equipment targeting individual farmers and agricultural production corporations, including tractors, combine harvesters, rice transplanters, and brushcutters.
• Agricultural Machinery Repair Service (農機具の修理) Repair services for agricultural machinery with both walk-in and on-site (site visit) options. Service staff won 1st place nationally in the Mitsubishi Agricultural Machinery Service Contest.
• Used Automobile Sales (中古自動車販売) Sales of used automobiles focused on light trucks and mini-vans for agricultural customers. A certified on-site inspection factory enables vehicle maintenance alongside sales.
• Agricultural Machinery and Light Truck Rental (農機・軽トラックレンタル) Rental service for agricultural machinery and light trucks. Includes rental of spider mowers, hammer knife mowers, log splitters, generators, and power tillers. Covers Tōmi City and surrounding areas in Nagano Prefecture.
• NOUKINAVI Online Marketplace (ノウキナビ) Online agricultural machinery marketplace platform connecting buyers and sellers of new and used farm equipment nationwide. Offers e-commerce purchasing, parts ordering, purchase evaluation services, and a peace-of-mind warranty program.
• NOUKINAVI Parts Ordering Service (ノウキナビ農機具部品味付けサービス) Dedicated online shop for purchasing genuine OEM parts from agricultural machinery manufacturers (Kubota, Yanmar, Mitsubishi, OREC, etc.). Enables DIY repairers and farm operators to order parts directly through NOUKINAVI.
• NOUKINAVI+ Private Brand (ノウキナビプラス) Private brand of agricultural machinery and equipment developed jointly with a Chinese manufacturer, offering essential-function products at affordable prices. Initial lineup includes tiller blades, log splitters, brushcutters, and power tillers.
• Online Agricultural Machinery Repair Diagnosis Service (農機具修理のオンライン診断サービス) Remote repair consultation service for agricultural machinery via phone and video call, enabling farmers to get expert diagnostics without visiting a physical shop. Expanded internationally to support overseas users of Japanese agricultural equipment.
• NOUKINAVI Peace-of-Mind Guarantee Service (安心保証) Warranty program for products purchased through the NOUKINAVI marketplace, providing post-purchase protection with three plan tiers for covered machinery such as the OREC Spider Mower.
• Venture Partners Program (唐沢農機ベンチャーパートナーズ) CVC program providing capital investment (up to ¥5M per recipient, non-repayable), mentorship through monthly CEO meetings, and back-office administrative support for aspiring farmers and food business entrepreneurs.
• Izakaya Monjayaki Chikurin (もんじゃ焼き 竹りん) Izakaya restaurant operated in Komoro City, Nagano Prefecture, featuring monjayaki, okonomiyaki, and teppanyaki. Offers all-you-can-eat course menus and a frequent customer passport program.
• Agricultural Drone Sales Consultation Sales consultation for agricultural drones, including Maruyama Manufacturing's liquid dispersal multicopter MMC940AC and DJI AGRAS MG-1. Provides guidance on regulations, skill certification, and aircraft registration requirements.

Quantifiable outcome

• 300+ agricultural machinery dealers nationwide on the NOUKINAVI marketplace platform
• +3 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature3 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Chinese Agricultural Machinery Manufacturer (中国メーカー)coreStrategic or Co-development Partner · 1 July 2024Joint development partner for the NOUKINAVI+ private brand agricultural machinery. The Chinese manufacturer co-develops essential-function machinery (tiller blades, log splitters, brush cutters, tillers) under the NOUKINAVI+ brand, enabling cost-competitive products sold through NOUKINAVI's online and offline channels.
• 株式会社商船三井 (Mitsui O.S.K. Lines)minorStrategic or Co-development Partner · 1 August 2023Partnership to support overseas Japanese agricultural machinery users. The online agricultural machinery diagnostic service is offered in connection with a Mitsui O.S.K. Lines-managed overseas project, enabling remote repair consultations for Japanese agricultural equipment used internationally.

Scale indicators5 records

Recent moves12 records

Expansion highlights7 records

Others

• OREC Co., Ltd. Japanese OEM of mowers and grounds-care equipment whose products (e.g., spider mowers, hammer knife mowers) Karasawa sells, rents, and warranties via NOUKINAVI. Adjacent vendor relationship but also a competitive reference for niche Japanese specialty-machinery brands.

Direct peers

• MISUMI Corporation: Japan-headquartered B2B e-commerce platform for manufacturing components and equipment. Direct comparability to NOUKINAVI in marketplace mechanics, dealer-network aggregation, and content-driven demand generation, applied to a different industrial vertical.
• MonotaRO Co., Ltd. Japan's largest B2B e-commerce platform for industrial MRO supplies. Highly comparable business model to NOUKINAVI — an online-only marketplace for durable equipment and parts sold to professionals — illustrating both the playbook and the competitive ceiling for digitalizing a traditionally offline equipment market in Japan.

Broad incumbents

• Yanmar Holdings Co., Ltd. Major Japanese agricultural and industrial machinery OEM. Comparable to Kubota as a brand Karasawa distributes and services, and a benchmark for the OEM dealer/service model Karasawa competes with and complements.
• Rakuten Group, Inc. Japan's largest general e-commerce marketplace with a meaningful agricultural category. Comparable as a broad-based online marketplace that could expand into the ag-machinery vertical NOUKINAVI occupies, representing both a potential partner and a competitive ceiling.
• Iseki & Co., Ltd. Long-established Japanese agricultural machinery OEM specializing in tractors and rice-farming equipment. Karasawa carries competing Iseki products alongside other brands, and Iseki's nationwide dealer network is a structural incumbent against which Karasawa's hybrid model competes.
• Mitsubishi Mahindra Agricultural Machinery: OEM whose equipment Karasawa services; the company's two-time national #1 ranking in Mitsubishi's Service Contest directly ties Karasawa's brand authority to this OEM's ecosystem, which is currently dissolving (per Karasawa's own 2026 coverage).
• Kubota Corporation: Japan's largest agricultural machinery OEM. Karasawa sells, services, and sources parts for Kubota equipment (notably through its NOUKINAVI parts store), making Kubota a key OEM partner and category incumbent whose dealer ecosystem defines the market Karasawa operates in.

Emerging players

• Aeon Agri Create Co., Ltd. Subsidiary of Aeon Group pursuing retail- and tech-enabled farming in Japan. Comparable as a newer entrant combining retail/e-commerce distribution with agricultural operations, representing an adjacent corporate-style competitive threat to Karasawa's combined ag-machinery + digital strategy.

Regional players

• JA Group / Zen-Noh (National Federation of Agricultural Cooperative Associations): National network of Japanese agricultural cooperatives providing machinery sales, repair, and inputs to farmers nationwide. A structurally dominant regional-scale distributor whose local co-op machinery operations directly overlap with Karasawa's physical service business.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/karasawanouki
• Facebookfacebook.com/karasawanouki
• LinkedInlinkedin.com/company/karasawanouki

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors4 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 Karasawa Agricultural Machinery Service