Easy Rider project is helping herdsmen generate horse power and new income

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.