'We will invest Rs.14 crore upfront in the first 70 agri-marts, with 20 each in Karnataka and Andhra Pradesh, 18 in Tamil Nadu and 12 in Kerala. Our investment in each agri-mart, costing about Rs.20 lakh, will be 75 percent and the franchise will chip in the remaining,' Murthy said.

To facilitate the transition from traditional to mechanised farming, the one-stop rural mart will not only display and demonstrate a range of implements but also train farmers.

'Our agri-marts in small towns and villages will mean farmers don't have to travel to towns for equipment, after-sales service and spare parts, as we will provide all these under one roof in their neighbourhood,' he added.

With central and state governments providing 50-75 percent subsidy on farm equipment and seeds, the company is hoping to goad farmers into moving up the value chain by taking to mechanised farming.

'We will meet the local administration for the subsidy and arrange institutional financing to motivate farmers to shift the culture of cultivation, be it paddy, cereals, cash crops, plantations and other agri-based products. We will also introduce specific implements for horticulture and floriculture at a later stage.'

Ratnagiri marketing director Chandra Mohan said the growing agri-labour shortage and spiralling wages would force farmers to increased usage of technology and implements such as weed cutters, chain saws, power cutters, hedge trimmers, earth borers and motorised backpack power sprayers to reduce operational costs.