An equine company has rolled out funding to help combat poverty in North China's Inner Mongolia autonomous region.

Rider Horse Co Ltd has partnered with the local government of Horqin Right Wing Middle Banner to invest more than 400 million yuan ($59.3 million) in the area's historic horse culture.

"Maybe we can help the herdsmen doing what they are best at, such as raising horses and horse racing," said Lang Lin, board chairman and chief executive officer of Rider Horse.

"They are born on horseback and have horse genes in their blood," he added.

Lang's group was founded in 2006 and is now the largest "non-farming horse breeder and feedstock trader in China," according to Rider Horse's website.

The company is also "committed" to building the country's largest horse breeding center to develop the best domestic breeds, including Mongolian horses.

"Lang is a successful entrepreneur with a deep passion for horses after building the Chuanwangfu chain of restaurants," the Rider Horse website stated.

"He has been involved in successful ventures in manufacturing and property development," the site added.

Lang started off in the region by employing 500 local workers before launching a three-point initiative with the support of the local government.

The first was a cross-breed horse project, which provides high quality equine breeding services to help herdsmen increase their incomes.

In the end, better ponies bring in higher sales prices from new middle class clients, who are looking to buy horses after taking up riding as a hobby.

A poverty relief service was the second part of the initiative to help poor households that are struggling to make ends meet. Finally, the third idea was contract farming.

Herdsmen can now borrow loans from Rider Horse to buy seeds and fertilizer to plant crops. The produce is then sold back to the company.

"In this way, Lang has helped around 2,000 herdsmen," said Guo Tang, Horqin Right Wing Middle Banner government chief.

"He introduced a new service industry to boost the economy by creating jobs and increasing the income of herdsmen."

Lang has also explored plans to operate horse racing for the locals.

"We want them to earn money and have fun in this sport," he said. "This may in turn help attract more people to the industry.

"As the cake grows bigger, more local people can benefit," he added.

For Bai Fengzheng, Lang's project has been a winner.

The 27-year-old herdsmen can now balance a traditional way of life with making money by breeding half-blood horses.

"A Mongolian pony costs less than 3,000 yuan, but a cross breed horse will sell for three times that amount," Bai said. "More than 50 of my friends have joined me in this business."

Contact the writers at wuyong@chinadaily.com.cn and yuanhui@chinadaily.com.cn