HeeJau Urban Farmer Enterprise

Scaling Livelihoods and Faith-Based Empowerment through Urban Farming in a Malaysian PPR Flat

Abstract

This case study explores the lived experience of Puan Hajar, a 42-year-old mother of seven residing in a low-cost high-rise flat (PPR) in Sentul, Kuala Lumpur, and her journey in building HeeJau Urban Farmer Enterprise—a faith-driven micro-business integrating urban farming, tailoring, and digital entrepreneurship. Raised in an orphanage and trained under the KEMAS TVET program in women’s garment tailoring, Puan Hajar overcame spatial, economic, and emotional limitations to transform a 5-square-meter balcony and a modest living room into a productive and spiritually anchored livelihood ecosystem. This case examines how Islamic values such as niyyah (intention), amanah (trust), mas’uliyyah (accountability), ihsan (excellence), and ta’awun (mutual aid) inform her operations, turning her household into a model of Sejahtera-oriented sustainability. HeeJau’s evolution from subsistence farming to ethical agripreneurship demonstrates how low-income urban residents—especially women—can generate micro-income, food security, and social cohesion through skills, discipline, and divine consciousness. The enterprise also utilizes digital platforms (TikTok, Shopee) to expand market reach and share knowledge, becoming a source of community da’wah and empowerment. By applying lean management (5S) and Islamic ethical frameworks, Puan Hajar bridges technical productivity with spiritual excellence. Pedagogically, this case offers a valuable model for Technical and Vocational Education and Training (TVET), Islamic business ethics, Sejahtera campus initiatives, and digital da’wah literacy. It affirms that economic transformation and spiritual elevation are not mutually exclusive. Even under structural poverty, meaningful livelihood can flourish through the cultivation of faith, resilience, and a sense of collective purpose.