In the Solove Sector of Fiji, a compelling story of success is emerging from the sugarcane farming community, showcasing the impact of perseverance and innovation. Sanjay Murti, a 47-year-old father of two and the founder of Isharat Farm Services, has made a significant difference in the lives of numerous cane farmers by stepping in as a tractor service provider, addressing a critical gap in the industry.
After leaving school after Form 4, Murti worked as a cane harvester and eventually became the manager at Food Process (Batiri Citrus Farm). He found his true purpose when he identified a substantial opportunity within Fiji’s sugarcane sector, influenced by a new initiative from the Fiji Sugar Corporation.
In 2022, with the backing of the Fiji Sugar Corporation Limited and the Ministry of Agriculture, Murti boldly launched a transport service. “I noticed a shortage of tractors, which made it challenging for farmers to prepare their land,” he stated. He introduced a model where farmers could access services without the pressure of immediate cash payments, thanks to the Fiji Sugar Corporation’s business plan concept and work order system. “It was a win-win for everyone,” he added.
Starting with one tractor, Murti leveraged his experience from Food Process to help local farmers with land preparation. His commitment to providing reliable services soon gained popularity among farmers in the sector. Today, his business has grown significantly, now operating a fleet of six tractors, in addition to a variety of essential implements like disc ploughs, tillers, slashers, and boom sprayers that are crucial for sugarcane cultivation.
“Through perseverance and support from FSC field officials and my team, I was able to expand the business,” he remarked, noting that the work order system allowed him to manage operations professionally, benefiting both himself and the farmers. Murti has also returned to cane farming, cultivating 7.5 acres this year with plans for further growth.