In the Solove Sector of Fiji, a notable success story is emerging, showcasing the resilience and creativity of the sugarcane farming community. Sanjay Murti, a 47-year-old father of two and founder of Isharat Farm Services, has made a significant impact on the lives of local cane farmers by stepping in as a tractor service provider, addressing a pressing need in the industry.
After completing his education until Form 4, Murti began his career as a cane harvester before advancing to manage the Food Process (Batiri Citrus Farm). His real breakthrough came when he identified a substantial opportunity within Fiji’s sugarcane sector, spurred 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 bravely launched his transport service. He noted, “I saw a shortage of tractors in the sector, which made it difficult for farmers to prepare their land. Many growers couldn’t afford to pay upfront, but with FSC’s business plan concept and work order system, I could offer services without needing immediate cash payments. It was a win-win for everyone.”
Beginning with just one tractor, Murti leveraged his prior experience to aid local farmers with land preparation. His commitment to providing consistent and dependable services quickly gained appreciation among farmers across the sector.
Today, his enterprise has grown significantly, operating a fleet of six tractors and various essential farming implements like disc ploughs, tillers, slashers, and boom sprayers, all critical for sugarcane cultivation. “With perseverance and support from FSC field officials and the team, I was able to grow the business,” he remarked, highlighting the effectiveness of the work order system that allowed for structured operations.
In addition to his service business, Murti has resumed his own cane farming, cultivating 7.5 acres this year, with plans for further expansion.