What Khetigaadi does

Khetigaadi (legal entity ATFEM KhetiGaadi Private Limited) is an Indian digital marketplace and content platform focused on agricultural mechanization. Founded in 2016 and headquartered in Pune, the platform enables farmers, equipment owners, dealers, brokers, and contractors to buy, sell, rent, and hire tractors, implements, and harvesters online. The product surface spans a new-tractor marketplace across 25+ brands (Mahindra, Swaraj, Eicher, John Deere, Kubota, Sonalika, Massey Ferguson, New Holland, and others), a used/second-hand tractor marketplace with approximately 90,800 listings and 92,400 implement listings, tractor rental and hire services, comparison tools, a finance and insurance referral layer, and the KhetiGuru knowledge platform offering multilingual farming content in Hindi, English, and Marathi.

The platform is delivered via a website (khetigaadi.com) and a free Android mobile app (com.khetiguru), with social channels on YouTube, Instagram, Facebook, LinkedIn, and WhatsApp. Revenue mechanics are multi-stream: brand advertising and featured homepage banner placements for major tractor OEMs (Massey Ferguson, Kubota, Sonalika, JCB), transactional facilitation fees on the used-equipment marketplace, finance and insurance referral commissions from partnered banks/NBFCs and insurers, and freemium farmer-facing information services. Customer segments include individual farmers (primary), tractor sellers/owners, farmers seeking rentals, and tractor dealers — all SMB-level, with no enterprise anchors disclosed.

Khetigaadi operates with 1-10 employees, is privately held with no disclosed external funding or institutional investors, and shows no parent-company, M&A, or leadership changes in the available data. The company holds no patents or trademarks on record and has no documented awards, certifications, or regulatory actions. Its strategic positioning combines content-led SEO/advisory (KhetiGuru), marketplace infrastructure (buy/sell/rent), and financial-services referral (loans, insurance) into a single agri-mechanization destination.

Name

Khetigaadi

Legal name

ATFEM KhetiGaadi Private Limited

Website

https://khetigaadi.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Khetigaadi is an Indian online marketplace and content platform that enables farmers, dealers, and contractors to buy, sell, rent, and finance tractors, implements, and harvesters across 25+ brands, complemented by the KhetiGuru multilingual farming knowledge platform.

Ownership category

akta.pro rank

Product category

Agricultural Machinery Marketplace

NAICS

Farm and Garden Machinery and Equipment Merchant Wholesalers (42382)

SIC

Farm Machinery & Equipment (3523)

akta.pro primary industry

Agriculture Inputs & Farm Supply Marketplaces (CRAFAHAL)

akta.pro secondary industry

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

Keywords

• Agricultural machinery marketplace
• Tractor marketplace
• Farm equipment listings
• Used tractor sales
• Farm mechanization platform

Headquarters

HQ city

Pune

HQ country

India

HQ region

Asia

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Marketing or Sales, Personnel, Operations

Revenue model

1. Transaction Facilitation Fees: Platform facilitates buying, selling and renting of tractors and farm equipment. Commission or fees may be charged on completed transactions between buyers and sellers.
2. Dealer/Brand Partnerships: Featured brand listings and advertising placements for tractor manufacturers like Massey Ferguson, Kubota, Sonalika, John Deere and JCB
3. Finance and Insurance Referrals: Referral partnerships with financial institutions and insurance providers for tractor loans and coverage
4. Free Farmer Services: Core information services (tractor specs, prices, news, blogs) provided free to farmers as a knowledge platform

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Khetigaadi operates a digital marketplace that connects Indian farmers, buyers, sellers, dealers, brokers, and contractors for new tractors, used tractors, farm implements, harvesters, and tractor rentals. The platform also facilitates tractor financing and insurance through partner financial institutions, and provides comparison tools, dealer directories, and multilingual (Hindi, English, Marathi) agricultural knowledge content.

Product overview

KhetiGaadi is a knowledge-based agricultural advisory and e-commerce platform that enables the farming community to buy, sell, rent, and hire tractors and farm mechanization equipment online. The platform operates as a multi-brand marketplace featuring new tractors from brands like John Deere, Kubota, Massey Ferguson, Mahindra, Swaraj, Sonalika, New Holland, Eicher, Powertrac, and others, alongside a used/second-hand tractor marketplace. The ecosystem includes tractor implements (rotavators, cultivators, sprayers, harvesters), a tractor rental service, finance/loan facilitation, insurance services, tyre sales, and the KhetiGuru knowledge platform providing farming advice. Additional services include tractor comparison tools, service center directories, dealership enquiries, and a mobile application. The platform connects farmers, buyers, sellers, brokers, contractors, and manufacturers at one destination.

Differentiator

Problem solved

Functional benefit

Brands

• KhetiGuru: Knowledge and advisory segment providing agricultural advice through blogs and updated news in multiple languages.

Products and services

• New Tractors Marketplace Online platform for browsing, comparing, and purchasing new tractors from multiple brands with on-road pricing and dealer information, targeted at Indian farmers.
• Used Tractors Marketplace Peer-to-peer marketplace for buying and selling pre-owned tractors with detailed listings including hours used, condition ratings, ownership history, and location-based search across Indian states.
• Tractor Implements Marketplace for agricultural implements including rotavators, cultivators, sprayers, disc harrows, mould board ploughs, seed drills, threshers, balers, and power harrows from brands like Shaktiman, Lemken, and Khedut.
• Harvesters Marketplace for combine harvesters, potato harvesters, sugarcane harvesters, and related harvesting equipment for various crop types.
• Tractor Finance/Loan Financing services for tractor purchases including loan facilitation and on-road price assistance through partnered financial institutions (banks and NBFCs).
• Tractor Insurance Insurance facilitation services and partnerships for comprehensive tractor insurance coverage through partnered insurance providers.
• Tractor Rental Platform connecting farmers with tractor rental providers for short-term access to farm machinery, enabling seasonal tractor hire without ownership.
• Tractor Tyres Marketplace for tractor tyres and a tool for comparing tyre specifications across different tractor models.
• KhetiGaadi Mobile App Free mobile application for Android enabling farmers to access tractor information, buy/sell/rent tractors and implements, view specifications, compare products, find dealers, and access finance services on-the-go.

Quantifiable outcome

• Connected with 25+ tractor and implement brands
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered core.

• Massey FergusoncoreGTM or Marketing PartnerFeatured brand partner with campaign banner placements on homepage. Khetigaadi provides marketing and listing services for Massey Ferguson tractors and implements.
• KubotacoreGTM or Marketing PartnerFeatured brand partner with campaign banner placements. Khetigaadi provides online visibility and lead generation for Kubota tractor sales.
• SonalikacoreGTM or Marketing PartnerFeatured brand partner with campaign banner placements on homepage. Khetigaadi supports Sonalika tractor marketing through listing and advertising services.
• JCBcoreGTM or Marketing PartnerFeatured brand partner for backhoe loaders and construction equipment. Khetigaadi provides brand visibility and product listing services.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tractor Junction: Indian online marketplace for new and used tractors, implements, and farm equipment with dealer listings, comparisons, and finance — the most direct head-to-head competitor to Khetigaadi in the same category and target farmer segment.
• TractorGuru: Indian tractor information and marketplace platform offering model comparisons, prices, dealer information, and reviews — overlapping directly with Khetigaadi's core discovery and comparison functionality.
• BigHaat: Indian agriculture e-commerce marketplace for inputs, seeds, crop protection, and farm equipment — comparable marketplace model serving Indian farmers with a similar transaction-fee and advertising revenue approach.
• AgroStar: Indian agri-input e-commerce platform delivering farm inputs, advisory, and equipment access to farmers — comparable digital-first go-to-market targeting Indian smallholders with multilingual content and last-mile fulfillment.

Emerging players

• DeHaat: Indian full-stack agricultural services platform offering inputs, advisory, financing, and market linkages to farmers — overlaps with Khetigaadi's finance/insurance integration and farmer-acquisition funnel, though with a broader crop-input focus.
• Ninjacart: Indian agri-supply-chain platform using technology to connect farmers, retailers, and businesses — adjacent marketplace infrastructure play with overlap in farmer digital acquisition and transaction facilitation.
• CarDekho (Tractors Vertical): Indian automotive classifieds and content platform that has expanded into tractors and farm equipment — comparable listings, comparison, and lead-generation model but part of a much larger parent organization.

Broad incumbents

• Mahindra & Mahindra (Tractor Division): Largest Indian tractor OEM with extensive dealer network and growing direct digital channels — a primary brand partner/customer of Khetigaadi that also represents the structural OEM-disintermediation risk over time.
• John Deere (India): Global tractor and farm-equipment OEM with India operations, dealer financing, and direct digital channels — comparable through brand partnerships and as a major supplier whose direct strategy could compete with or feed the marketplace.
• OLX India (Farm Equipment Category): Large horizontal Indian classifieds platform with used tractor, implement, and farm-equipment listings — competes for the same farmer-to-farmer used-equipment transaction flow that drives Khetigaadi's used tractor marketplace.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/khetigaadi
• YouTubekhetigaadi.com/tractor-video
• Facebookfacebook.com/khetigaadi
• LinkedInlinkedin.com/company/khetigaadi

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Khetigaadi