In the Solove Sector of Fiji, a remarkable story of growth and innovation is taking shape within the sugarcane farming community. Sanjay Murti, a 47-year-old father of two and the founder of Isharat Farm Services, has made a significant impact by providing tractor services that meet a critical need among local cane farmers.
After leaving school after Form 4, Murti’s career began as a cane harvester before he transitioned to managing the Food Process (Batiri Citrus Farm). He found his niche when he identified a major opportunity for innovation in Fiji’s sugarcane industry, driven by a new initiative from the Fiji Sugar Corporation.
In 2022, with support from the Fiji Sugar Corporation and the Ministry of Agriculture, Murti took a significant step by offering transport services tailored to the needs of local farmers. “I saw a shortage of tractors in the sector, which made it difficult for farmers to prepare their land,” he stated. He recognized that many farmers lacked the funds to pay for services upfront, so he utilized FSC’s business plan concept and work order system to provide affordable services without immediate cash requirements. “It was a win-win for everyone,” he added.
Starting with just a single tractor, Murti applied his past experience to help local farmers prepare their land efficiently. His commitment and reliability quickly gained recognition, leading to significant business growth. Today, his company operates a fleet of six tractors along with a variety of essential agricultural equipment, including 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 remarked, noting that the work order system was instrumental in managing his operations as a viable business while benefiting farmers in the area.
In addition to his service business, Murti has resumed cane farming, cultivating 7.5 acres of cane this year, with plans for further expansion in the future.