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New Straits Times

Sayur Kita transforms nation's farms

KUALA LUMPUR: IN a world where consumers are increasingly conscious about the quality and safety of their food, one Malaysian startup is reshaping the fresh produce supply chain. Led by 30-year-old entrepreneur Naviin Thiaga, Sayur Kita Asia Sdn Bhd is an agritech company with a bold mission: to transform Malaysia's fragmented and often wasteful vegetable supply chain by creating a new generation of hyperlocal, pesticide-free farms, while empowering youth in the process. It is this socially driven vision, coupled with strong execution, that saw Naviin emerge as a winner of the Shell LiveWire Peninsular Malaysia programme in December 2022. Today, he continues to build momentum as a changemaker in the agriculture landscape. From Farm Crisis to Business Innovation A second-generation farmer from Johor Baru, Naviin grew up witnessing the many inequities and inefficiencies faced by farmers. "During the Covid-19 pandemic, this model collapsed. As a traditional farmer, I was forced to destroy harvests due to logistical failures and price distortions, despite rising consumer demand," he recalled. It was then that Naviin committed himself to fixing these systemic flaws through innovation. The result: Sayur Kita Asia, founded in 2022. The company's model leverages hydroponic systems, artificial intelligence (AI)-powered precision farming and the Internet of Things (IoT) automated greenhouses to deliver pesticide-free vegetables straight to consumers, often in less than 24 hours from harvest. This farm-to-door approach slashes traditional supply chains by days, reduces food miles and emissions, and ensures a fresher, healthier product. Empowering Young Farmers Sayur Kita's mission goes beyond farming innovation. At its core, the company is also a youth empowerment platform. Through partnerships with polytechnics, Sayur Kita has trained over 600 individuals in modern hydroponic techniques. Many of these young talent now operate or manage farms within Sayur Kita's growing network. "We need to cultivate a new generation of tech-savvy farmers. By giving them skills and ownership opportunities, we're not just improving agriculture — we're creating sustainable livelihoods," Naviin said. Sustainability at the Heart of Growth Sayur Kita Asia's operations are firmly aligned with several United Nations Sustainable Development Goals (SDGs) — from promoting food security (SDG 2), to driving decent work (SDG 8), to reducing environmental impact (SDGs 12 and 13). The farms use 90 per cent less water compared with traditional farming, eliminate chemical inputs entirely and incorporate AI-based analytics to optimise yields and minimise waste. Already, Sayur Kita runs three modern hydroponic facilities across Johor — in Desaru, Simpang Renggam and Mersing — covering a total of one acre, with another 20-acre landbank earmarked for future deployment. The Shell LiveWire Journey Sayur Kita's innovation journey began humbly, by converting discarded polystyrene boxes into hydroponic growing systems for its first market test. This creative bootstrapping mindset was sharpened through the Shell LiveWire Startup Bootcamp, where Naviin embraced the "Lean Startup" methodology to validate his business model. "We learned to test market demand quickly, maximise limited resources and scale sustainably," he said. The programme's mentorship helped Sayur Kita secure RM230,000 in joint-venture funding from Singaporean and domestic investors, enabling the transition from small-scale proof of concept to a professional agritech operation. Overcoming Growing Pains Scaling an agritech startup came with unique challenges. One of the biggest hurdles, said Naviin, was building technical capacity to install and operate climate-controlled hydroponic systems. To address this, Sayur Kita developed in-house training programmes for workers and forged partnerships with agricultural institutions to create a talent pipeline. "We adopted modular greenhouse designs to streamline installation and improve scalability," said Naviin. These innovations have helped the company maintain high quality standards while expanding its farm footprint. A Mentor's Impact Throughout this journey, Naviin credits much of his strategic growth to the guidance of Azuar Zainuddin, the chief executive officer of Satu Creative, the implementing partner for Shell LiveWire Malaysia. "What sets Azuar apart is his rare combination of humility and sharp business acumen, he possesses the remarkable ability to break down complex business concepts into actionable steps, teaching founders how to strategically build ventures from the ground up. "His decades of experience as a successful entrepreneur and his standing as a respected authority in the startup ecosystem make his insights practical and visionary," Naviin shared. He said Azuar's mentorship extended far beyond typical business advice, constantly urging entrepreneurs to question traditional models and adopt a disruptive, forward-thinking approach. Looking Ahead Sayur Kita is accelerating its expansion. The company plans to launch more hyperlocal farms, offer subscription-based produce delivery and spearhead community initiatives to promote healthy food. "We are expanding our network of hyperlocal, sustainable farms to bring you the cleanest, pesticide-free vegetables harvested at peak freshness and delivered straight to your community. "Our innovative farming methods eliminate harmful chemicals while shortening traditional supply chains, ensuring you receive nutrient rich produce that's truly fresh," Naviin said. When asked for his advice to other founders, Naviin quoted United States professional boxer Mike Tyson: "Everyone has a plan until they get punched in the face." Naviin said this truth captured the essence of the startup journey better than any business textbook could. "While many obsess over perfect plans and funding, the harsh truth is your first strategy will likely fail — and that's exactly how it should be. "The key differentiator isn't your starting resources or even your idea, but your ability to take those punches and keep moving forward," he added. With this grit and vision, Sayur Kita is well on its way to transforming not only how Malaysia farms, but how it feeds its people. Dreams Turned Reality With Shell LiveWire Shell LiveWire is the flagship enterprise development programme of Shell that strengthens local economies across the globe by promoting entrepreneurship and developing entrepreneurs. This programme, which kicked started in Peninsular Malaysia in 2022, aims to inspire young entrepreneurs to innovate and produce real business solutions that meet today's socio-economic needs.