Suzuki launched a $40 million fund in India to invest in small rural businesses as the Japanese automaker aims to improve its presence in one of the world’s fastest-growing markets.

Through the fund, called Next Bharat Venture, Suzuki will invest in startups related to agriculture and microfinance, the company said Thursday, adding that it will also provide training to rural entrepreneurs.

While Suzuki, via Maruti Suzuki India, is the nation’s biggest automaker with a 41.6% market share, it risks losing customers due to its paltry lineup of hybrid cars and lack of any electrified options.