Me and My Money: The millennial spice mixer who expanded a dying trade
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Mr Jeya Seelan has expanded his family business, which was founded by his grandfather almost 80 years ago.
ST PHOTO: CHONG JUN LIANG
SINGAPORE - Mr Jeya Seelan knows that spice mixing is a dying trade.
That did not stop the 36-year-old from expanding his family business, Jeya Spices, which was founded by his grandfather almost 80 years ago.
He ventured beyond a shop in Yishun and opened a new outlet in Pasir Ris earlier in 2026, selling spices and a range of groceries. He also supplies spices to hotels, restaurants, caterers and shipping firms.
Mr Seelan said: “It is a question I get asked a lot. There are very few businesses that mix spices on the spot for you. The trade is dying. Wet markets are dying. Why do I keep doing this?
“Wet markets have always had a special appeal to me. There are many people out there who are doing things for wet markets. I am doing my part.
“Hopefully in the future, someone much younger than myself will come and say, ‘Uncle, I want to do what you do. Can you teach me?’ That will make me very happy.”
Mr Seelan graduated from Nanyang Technological University in 2014 with a degree in communication studies. He had a short stint in the corporate world before joining his family business, which he took over in 2020.
He is married to a bank relationship manager and has a six-month-old son.
Q: What do you love about spices?
A: Spice mixing is like painting on a canvas. You get to choose your canvas (Malay, Indian or Chinese base) and your paint type (dry, wet or mixture).
You get to choose the colours in your spice palette, and darken or lighten them with chilli powder and coriander. You get to paint exactly what the customer requests, and you get to do it every day, at your own pace. What is there not to like?
Q: Was joining the family business a natural move for you?
A: I was initially reluctant as I associated the family business with the wet market environment, which I had a negative view of. The initial days were very tough as I had to stand for long hours. I was also very shy and averse to conversation.
Then one day, I started looking forward to work and seeing the few aunties who would always talk to me. The one thing that broke all my barriers was spices. The smell and the allure were captivating. I realised that I could be part of something bigger if I stuck to the business.
The Jeya Spices outlet at a wet market in Pasir Ris.
ST PHOTO: CHONG JUN LIANG
Q: How has the business changed since you took over?
A: Social media presence is very important. I have teams managing my TikTok and Instagram accounts, which have thousands of followers. We post about products and issues like price increases driven by the Middle East conflict, and have seen videos having a big influence on walk-ins. I also expanded the range of spice mixes from about five to 150.
It is always a double-edged sword to work with family. On the one hand, we save a fair bit on operating costs as we do not hire too many workers.
On the other hand, there is no line separating work and family. Our ideologies on how to bring the business forward vary widely.
In any case, I would not be where I am without my parents’ tutelage. They were patient and taught me all I needed to know. I am grateful.
Q: Do you invest in anything? If yes, what do you invest in and why?
A: I used to invest in cryptocurrencies, and lost a lot of money, especially in alternative coins. Having been burned in the past, I now stick to low-risk exchange-traded funds (ETFs). I also do dollar-cost averaging, where I invest fixed amounts at regular intervals into the same investment.
I save around 30 per cent of my income. Of course, I wish I started this earlier, but as the adage goes: The best time to plant a tree was 20 years ago. The second-best time is now.
Q: What has been your biggest financial mistake?
A: I lost tens of thousands of dollars when I first delved into cryptocurrencies.
I also lost a fair bit when I fell prey to betting and gambling. These were harsh lessons when I was young. They made me more responsible and definitely more financially prudent.
Q: What has been your best financial decision?
A: My best financial decision is twofold. The first was to close my spice stations at FairPrice outlets as they were bleeding money. The second was my decision to invest monthly. It is a decision that will bear fruit around 20 years down the road. That makes it all the sweeter.
Q: Where’s home for you?
A: I am currently staying with my in-laws in an HDB flat in Bishan, while waiting for our condominium in Lentor to be fully built.
Q: What do you drive?
A: I drive an Audi A5 Sportback.
Q: What is your top guilty pleasure purchase?
A: Probably the car. It was a difficult purchase as I was not used to luxury. My wife convinced me. While I had doubts in the beginning, it is a great drive and I do not regret buying it.
Q: What would your perfect day look like?
A: My perfect day would start with my wife by my side, and end with her by my side. Along the way, I hope to have smelt some flowers and enjoyed the sound of the waves.
I hope that during the course of this day, I can also share my love of spices, and food with people less fortunate than us.
Q: What would you do if you suddenly had a windfall of millions?
A: Half straight into my favourite ETF, a quarter to share with my immediate family, and the remaining quarter to invest in my business.
Q: If you suddenly had only $100 to your name, what would you do with it?
A: I would get to a computer or a friend’s house. After which, I would promptly apply for a Grab driver or delivery driver’s job and start work immediately. If there is a will, there is surely a way.
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