Mahindra’s Farm Equipment Sector (FES) has forayed into agricultural equipment rental services with the launch of a start-up TRRINGO that will help in connecting farmers in India. The start-up will connect farmers either through an app or a call (call centre).
TRRINGO will operate as a franchisee-based model and bring in new-age digital technology to the tractor rental business. This is expected to significantly increase the reach of farm mechanisation and enable digital empowerment of farmers in India.
This venture, which will provide tractors and farm equipment on a rental basis, is being formed as a new age start-up company.
“TRRINGO will be an e-commerce start-up which will provide the brand promise of equipment availability, commitment and performance, to transform lives of farmers, enabling them to rise. We hope to ramp up this offering to five states this year," Rajesh Jejurikar, President & Chief Executive, Farm Equipment & Two Wheelers, Mahindra & Mahindra Ltd, said.
In this customer-to-customer business model, large farmers who own expensive, high-end equipment can rent out their assets to others. The initiative will drive the mechanisation of the Indian agricultural sector, enabling smaller farmers to access technology that can boost their yields and, thereby, overall farm prosperity, he added.