Mahindra Group’s On-demand Farm Equipment Rental Service.

The Mahindra Group’s on-demand farm equipment rental start-up, Trringo, has launched its service out of Karnataka, where it will help farmer book tractors by the hour via a phone call.

Now Karnataka farmers can book tractors by the hour via a phone call through the Trringo. It is the Mahindra Group’s on-demand farm equipment rental start-up and which is launched its service in Karnataka.

Mahindra says that this service will allow it to reach farmers who can’t afford to buy their own tractors. The ‘Uber for Tractors’ start-up is looking to sign up existing rental providers who own tractors and farm implements on its platform.

“What we’ve done is broaden the definition of a customer. Traditionally, we’ve not looked at a farmer who is not in a position to buy a tractor or an implement. With Trringo, we’ve broadened that pie,” said Arvind Kumar, chief executive of Trringo.

Arvind Kumar is the chief executive of Trringo. He estimates that in Karnataka the market for tractor rentals to be worth Rs 1,500 crore, with the potential to grow to Rs 2,500 crore.

Trringo has been tasked with setting up 101 hubs in Karnataka, after parent Mahindra won a tender from the state government. It was launched in March this year. Each hub will house five tractors and 10 implements, catering to local farmers who can take these on rent.

Company going to with Trringo bring levels of transparency that these farmers deserve, added Kumar. Apart from Karnataka where Trringo has to set up 101 centres by the end of next month, it plans to have 165 centres in all across India.

Source:http://www.business-standard.com/