In the vibrant Lautoka Municipal Market, Takelo Sorovou has made a name for himself as he oversees a flourishing stall brimming with dalo and kumala. His journey reflects a remarkable story of resilience and entrepreneurship that began during the tumultuous times of the 2019 global lockdown.
Mr. Sorovou vividly recalls the moment that sparked his venture. With the city in lockdown, jobs disappeared, and financial uncertainties loomed large. “I started during Covid in 2019 when there was a lockdown in the city,” he said, reflecting on the challenges that pushed him towards the market. “With the city shut down, employment vanished, and financial stability dissolved. I had a lot of financial problems. I couldn’t get a job. I couldn’t get insurance. I was in lockdown.” Faced with an inability to stay at home or find work, Mr. Sorovou took matters into his own hands.
Armed with little more than hope and a small investment, he took a chance by purchasing a modest bag of cassava from a middleman. The initial days of his business were fraught with challenges, as he navigated the high costs of operating during a pandemic. “During Covid, it was very expensive, maybe $120 or $150, and you had to make do with what you could do to get a profit,” he recalled.
What started as a temporary endeavor transformed into a fulfilling business as Mr. Sorovou built friendships in the market that would shape his approach to entrepreneurship. “I came here and met some new friends. They taught me how to go through business in the market because business in the market is different from other businesses,” he shared. This newfound knowledge empowered him and enhanced his enjoyment of his work.
From starting with a single bag of cassava to expanding his operations to multiple stalls, Mr. Sorovou has witnessed significant growth. He highlighted a shift in consumer behavior: “Before, we used to have seasons, good season, low season, but now, a lot of functions are going on. Every weekend, there’s a function.” This vibrant marketplace atmosphere contributes to a consistent demand for his products, especially during the festive season when sales peak in October, November, and December.
One of the greatest rewards for Mr. Sorovou is the ability to build a loyal customer base while enjoying flexible hours. He noted that customers now seek him out directly for their needs. Moreover, he emphasizes a vital lesson for budding vendors—patience. “One of the things I learned here is patience,” he expressed. “You’ll not get $100 a day, every week. Sometimes you’ll get more, sometimes you’ll get less. But if you have patience, as soon as you build up customers, you’ll have no problem.”
Family support has been instrumental in his success, with relatives overseas contributing to his business. He also cherishes the flexibility his work provides as a parent. With his eldest child attending the University of the South Pacific and the second at the Fiji National University, Mr. Sorovou values the opportunity to be present for his children’s school needs without the constraints of a traditional job. “Whenever the teachers call or the school needs me, I’m there.”
Now, alongside his wife, who is employed by the Biosecurity Authority of Fiji, the couple enjoys a stable and growing income, underscoring the hard work and dedication involved in their entrepreneurial journey. “We might say we’re our own boss, but we have to really work hard,” Mr. Sorovou acknowledged. “Every morning I wake up, sometimes at 2am or 3am to off-load my dalo here. You might make some sacrifices but the reward is sweet.”
His story not only highlights individual resilience in the face of adversity but also reflects a hopeful narrative of growth and achievement within the community, emphasizing that with determination and the right support, it is possible to thrive despite challenging circumstances.
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