The empowerment of indigenous Fijian (iTaukei) businesses serves as a vital means of strengthening social, financial, and cultural frameworks within the community. Local entrepreneurs are not only creating job opportunities but are also preserving and celebrating their cultural identity.
Historically, business ownership among the iTaukei people has not been a primary focus. There has been a strong belief that owning land and traditional resources was enough for survival, overlooking the potential for enhanced financial success through entrepreneurship. However, recent examples, such as that of Leone Nabaraki from Nasigatoka Village in Rewa, illustrate a shift towards embracing business ownership.
Nabaraki’s entrepreneurial journey began in 2005 after he completed his studies at Davuilevu School. Faced with the need to support his growing family, he initiated his venture by selling home-cooked meals to office workers around Nausori. By 2006, he expanded his operation by acquiring a driver’s license and a second-hand vehicle, improving his delivery service.
Despite facing significant challenges, including the COVID-19 pandemic, Nabaraki adapted by pivoting his business to sell clothing and household goods while his food stall was temporarily stalled. This adaptability helped sustain his family through tough times as he gradually resumed his food business at Nasali Landing, now offering a diverse range of products including tea blends, cooked meals, clothing, and premix fuel crucial for local boats.
Nabaraki’s successes are driven by his early experiences with entrepreneurship, including receiving a loan from the Fiji Development Bank, which enabled him to start selling premix fuel. His unwavering determination is evident through hardships, particularly during a long-term illness that even saw his wife manage the business alone.
Throughout his journey, Nabaraki has emphasized the importance of community involvement and upliftment. His experiences abroad under the Pacific Australia Labour Mobility scheme further informed his business acumen, which he now applies to his operations back home. His café has not only become a bustling hub for locals but also a place for community gathering, integrating local traditions with modern business practices.
Through profits from his business, Nabaraki has contributed to local schools, providing educational supplies and sports equipment. With a forward-looking stance, he plans to expand his operations, including acquiring land for farming produce to enhance food security for his business and family.
Nabaraki encourages perseverance amid challenges, reminding aspiring entrepreneurs that difficulties can lead to opportunities for growth. His story exemplifies the potential for iTaukei businesses to thrive and positively impact their communities, fostering a sense of hope and resilience.
This narrative reflects the broader trend of revitalizing indigenous entrepreneurship in Fiji, showcasing how embracing business ownership can lead to empowering communities while preserving their cultural heritage. As more individuals like Nabaraki emerge, they pave the way for future generations to explore and thrive within the business landscape.
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