In the Solove Sector of Fiji, a noteworthy success story is emerging that underscores the impact of perseverance and innovation in the 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 numerous farmers by stepping into the role of a tractor service provider to meet a critical need in the industry.
After leaving school in Form 4, Murti initially worked as a cane harvester before becoming a manager at Food Process (Batiri Citrus Farm). He discovered a significant opportunity in Fiji’s sugarcane sector linked to a new initiative introduced by the Fiji Sugar Corporation.
In 2022, with the backing of the Fiji Sugar Corporation Limited (FSC) and the Ministry of Agriculture, Murti boldly transitioned into a transport service provider. “I recognized a shortage of tractors in the sector, which made land preparation challenging for farmers,” he shared. He noted that many growers lacked the financial capacity for upfront payments, so the FSC’s business plan concept and work order system allowed him to offer services without immediate cash requirements. “It was a win-win for everyone,” he added.
Starting with a single tractor, Murti leveraged his experience from Food Process to help local farmers prepare their lands. His commitment to providing reliable services quickly drew attention from farmers throughout the region. His business has flourished, now operating a fleet of six tractors and various essential implements, such as disc ploughs, tillers, slashers, and boom sprayers—crucial tools for sugarcane farming.
“With dedication and support from FSC field officials and my team, I was able to scale the business,” he noted. “The work order system enabled me to operate it like a legitimate business, benefiting the farmers as well.”
Moreover, Murti has returned to cane farming himself. This year, he cultivated 7.5 acres of cane and is looking to expand further.