In the Solove Sector of Fiji, a notable success story is emerging that underscores the importance of perseverance and innovation in 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, fulfilling a crucial need in the sector.
Having left school after Form 4, Murti initially worked as a cane harvester before becoming a manager at Food Process (Batiri Citrus Farm). His true potential was realized when he identified a considerable opportunity within Fiji’s sugarcane sector, prompted by a new initiative from 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 noticed a shortage of tractors in the sector, which hindered farmers from preparing their land,” he explained. He added, “Many growers were unable to pay upfront, but with FSC’s business plan concept and work order system, I could offer services without requiring immediate cash payments. It was a win-win for everyone.”
Starting with a single tractor, Murti utilized his experience from Food Process to aid local farmers in land preparation. His commitment to providing dependable services quickly garnered the attention of farmers across the region.
Currently, his business has significantly grown, operating a fleet of six tractors along with various essential implements such as disc ploughs, tillers, slashers, and boom sprayers, which are crucial for sugarcane farming. “With perseverance and support from FSC field officials and the team, I was able to grow the business,” he said. “The work order system allowed me to manage it like a proper business, and the farmers benefited as well.”
In addition to his service business, Murti has resumed his own cane farming, cultivating 7.5 acres this year and planning for further expansion.