In the Solove Sector of Fiji, a remarkable story of success is emerging, showcasing the resilience and innovation of the local sugarcane farming community. Sanjay Murti, a 47-year-old father of two and the founder of Isharat Farm Services, has significantly impacted the industry by becoming a tractor service provider, meeting a crucial demand in the sector.
After leaving school in Form 4, Murti began his career as a cane harvester and eventually became a manager at Food Process (Batiri Citrus Farm). His journey took a pivotal turn when he identified a substantial opportunity within Fiji’s sugarcane sector introduced by the Fiji Sugar Corporation.
In 2022, with the backing of the Fiji Sugar Corporation Limited and the Ministry of Agriculture, Murti made the bold decision to launch a transport service. He observed a shortage of tractors, which hindered farmers from adequately preparing their land. “Many growers couldn’t afford to pay upfront, but with FSC’s business plan concept and work order system, I could offer services without needing immediate cash payments,” Murti explained. “It was a win-win for everyone.”
Starting with just one tractor, Murti leveraged his experience from Food Process to assist local farmers with land preparation. His commitment to providing reliable services soon gained recognition among farmers in the community.
Today, Murti’s business has expanded considerably, featuring a fleet of six tractors along with essential farming equipment such as disc ploughs, tillers, slashers, and boom sprayers. “With perseverance and support from FSC field officials and the team, I was able to grow the business,” he stated. “The work order system allowed me to operate it like a proper business, and the farmers benefited, too.”
Additionally, Murti has resumed his own cane farming, having cultivated 7.5 acres this year and with plans for further expansion.