In the Solove Sector of Fiji, a remarkable story of success is unfolding, showcasing the power of perseverance and innovation within the local sugarcane farming community. Sanjay Murti, a 47-year-old father of two and founder of Isharat Farm Services, has significantly changed his life and the livelihoods of many cane farmers by stepping in as a tractor service provider, catering to a critical need in the industry.
After leaving school after Form 4, Mr. Murti began his career as a cane harvester and later became the manager at Food Process (Batiri Citrus Farm). His true calling emerged when he identified an opportunity within Fiji’s sugarcane sector, linked to a new initiative by Fiji Sugar Corporation.
In 2022, with the backing of the Fiji Sugar Corporation Limited (FSC) and the Ministry of Agriculture, Mr. Murti bravely decided to start a transport service. “I noticed a shortage of tractors in the sector, which made it challenging for farmers to prepare their land,” he commented. “Many growers couldn’t afford to make upfront payments, but with the FSC’s business plan and work order system, I could provide services without requiring immediate cash payments. It was a win-win for everyone.”
Initially operating with just one tractor, Mr. Murti utilized his previous experience at Food Process to support local farmers with land preparation. His commitment to delivering dependable services quickly attracted the attention of farmers within the sector. Today, his business has seen significant growth, now operating a fleet of six tractors along with essential implements, including disc ploughs, tillers, slashers, and boom sprayers—all crucial tools for sugarcane farming.
“With perseverance and support from FSC field officials and my team, I was able to expand the business,” he shared. “The work order system allowed me to manage it like a legitimate business, and the farmers benefitted as well.”
In addition to his service provision, Mr. Murti has also returned to cane farming, cultivating 7.5 acres of cane this year and planning for further expansion.