About Us

Incorporated in 1989, The Federation of Merchants' Associations, Singapore is a non-profit association formed to represent merchants' operating in the HDB towns and neighbourhood centres.

Established in March 2019, the subsidiary of FMAS has been formed; The Heartland Enterprise Centre Singapore (www.hecs.com.sg). To champion the rejuvenation of heartland town centres and businesses, and provide business advisory services and upgrading programmes for heartland merchants.




- To be Champion for the neighbourhood business community and rejuvenating the heartland business.

- To be the Bridge between government agencies and heartland retailers/hawkers



- Unite business in the community; Uplift productivity & competitiveness; Inject vibrancy into neighbourhood centres

- To be the catalyst that transforms precinct through placemaking, revitalising of heartland enterprises and upskilling of the workforce